Rebecca Minkoff’s love affair with New York City, her consumer, technology, and bringing awareness to a cause continued with her groundbreaking Fall 2016 #RunwayToRetail show.
From the streets of SoHo
On Saturday, September 10th at noon, Rebecca Minkoff was the first designer to ever host an outdoor seated runway show on the streets of SoHo, on Greene Street in between Prince and Spring Streets, in front of her New York flagship store. Folk rock girl duo, Beau, gave a live performance as models walked down the cobble stone street that was their runway.
“After the success of last season’s See Buy Wear show, we decided to continue evolving the ways we can give our customer access to our product with immediacy. We elevated the experience for her and literally took our show to the streets with Runway to Retail. Our goal was really to strip away the stigma of the industry and give our consumers the ability to come and watch in person or see it live in VR 360. We’ve been breaking the rules our customer, and she likes it,” – Rebecca Minkoff, Creative Director and Co-Founder.
Influencers taking over the catwalk
Along with models, powerful influencers such as Arielle Charnas of Something Navy, Chriselle Lim of The Chriselle Factor, Gala Gonzalez of Amlul, Shea Marie of Peace Love Shea and Caroline Vreeland walked the runway. The SoHo flagship store doors were immediately opened, and guests and consumers were given the chance to shop the collection and meet the influencers and Rebecca, following the runway show.
“Love is Love”
Wanting to bring awareness to a cause she deeply believes in, Rebecca partnered with Ann Lewis, otherwise known as the celebrated street artist gilf!, to paint inspirational words on the back of her signature leather jacket for the finale walk. The finale walk was an homage to recent world events. These pieces will then be auctioned off with proceeds going to NOT ON OUR WATCH, a charity that has accomplished admirable humanitarian work.
To give her consumer a truly immersive experience in her Spring 2017 Fashion Show, Rebecca Minkoff partnered with Ripple to offer customers a one of a kind Live 360 Virtual Reality view of the show. This was the first time any brand has debuted a new collection live in this way. Consumers were able to experience the show for themselves – giving the viewer a true presence in the space and the ability to directly shop for looks in real time. An additional virtual experience Rebecca Minkoff provided was powered by Zeekit, an online experience that allows anyone to upload a picture of themselves and visually ‘try on’ a look with proper sizing fidelity. Customers can now go to Rebecca Minkoff.com, virtually try on a look that just walked the runway and purchase it.
Love & Cheers!