Preview: Untrade Shows

As more brands start to offer see-now, buy-now collections, fashion shows are becoming retail showcases that promote shopping under an umbrella of experience and community.

Tommy Hilfiger seamlessly made the transition between high-end and mainstream markets with its fashion festival this autumn, a two-day party on South Street Seaport’s Pier 16 with a 2,000-strong guest list split between trades people and those outside the industry.

Elsewhere, B2B events such as Bread & Butter and MADE LA are considering their place within the fashion eco-system by allowing public entry and rebranding themselves as trend shows with a focus on experience over the hard sell.