Almost instant fashion

New York – Designer Wes Gordon has launched his autumn/winter 2016 collection on Instagram, making it immediately 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 instant gratification

Rather than the traditional runway show, Gordon’s Instagram presentation featured nine video vignettes that not only showed off the clothes, but also the subtle details such as the flutter of a ruffle in the wind. ‘This format is an open door, an invitation to the world,’ Gordon told Business of Fashion. ‘It is an opportunity to experience the collection in a poetic and hopefully easy way.’

Immediately after posting the vignettes, which went live during Gordon’s runway time slot for New York Fashion Week, consumers could follow a link on his Instagram page to Moda Operandi, where they could pre-order the collection, 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 can be purchased. As a small designer, he may not be able to make the big infrastructural moves that brands such as Burberry are making – selling clothing in-store immediately after its show.