ALMOST INSTANT FASHIONBy Daniela Walker

19 : 02 : 2016 Seasonless Style : New York Fashion Week : Instagram

Wes Gordon autumn / w inter 16 collectionon Instagram, US

Wes Gordon autumn / w inter 16 collectionon Instagram, US

Wes Gordon autumn / w inter 16 collectionon Moda Operandi, US

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New York – Designer Wes Gordon has launched his autumn/winter 2016 collection on Instagram, making itimmediately available to pre-order.

Gordon is just one of many designers playing with the fashion show format this season

Customers can pre-order the collection from Moda Operandi, bringing almost instantgratification

Rather than the traditional runway show, Gordon’s Instagram presentation featured nine video vignettes that notonly showed off the clothes, but also the subtle details such as the flutter of a ruffle in the wind. ‘This format is anopen door, an invitation to the world,’ Gordon told Business of Fashion. ‘It is an opportunity to experience thecollection in a poetic and hopefully easy way.’

Immediately after posting the vignettes, which went live during Gordon’s runway time slot for New York FashionWeek, consumers could follow a link on his Instagram page to Moda Operandi, where they could pre-order thecollection, with clothing due to be delivered between July and November 2016.

Like others in the industry, Gordon is keen to close the gap between when clothes are shown and when they canbe purchased. As a small designer, he may not be able to make the big infrastructural moves that brands suchas Burberry are making – selling clothing in-store immediately after its show.

The Big Picture

Wes Gordon’s Instagram collection is one small step towards changing the way fashion is shown andsold. For more on why fashion designers are rejecting the traditional calendar, read our Seasonless Stylemicrotrend.

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