Ralph Lauren Adopts See Now, Buy Now

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The fashion world has long been divided over the see-now-buy-now concept, with some brands like Burberry and Tommy Hilfiger in full endorsement, whilst Gucci has openly declared that doing so rather “negates the dream” of luxury.

Though initially thought of as a trend, Ralph Lauren has stepped in as the latest brand to adopt the model, suggesting a move towards a new tradition.

According to Vogue, the label’s fall collection will be available immediately, after Wednesday’s presentation, in boutiques, at wholesalers and also online.

The label’s consumer-facing runway show will take place outside its flagship store at Madison Avenue.

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"Showing clothes, then delivering them six months later? It's over,” said Ralph Lauren to Vogue, explaining that prevalence of social media and the internet calls for a change.

"I've always looked at the business as an evolution. We're never standing still, and we're never chasing anyone. Everything is a new chapter," Lauren added.

Ralph Lauren also owns Club Monaco, which also introduced an accessible collection when it first appeared on the New York Fashion Week on Friday, at Grand Central Terminal, with 35 women’s and men’s looks.

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