Increasingly more brands today are adopting some type of the see now, purchase now model, through the Fashion Week runways (with a few exceptions) — to, of late, Coachella, with Alice + Olivia’s instantly shoppable Grateful Dead-inspired collection. Now, celeb-loved indie brand name Houghton is bringing that concept into the bridal globe featuring its first shop-the-runway collection for spring 2017.
“That concept lends it self far more to bridal than such a thing else,” designer and director that is creative Polk told Fashionista Saturday in the Houghton bridal presentation, based in a tony Upper East Side city home that previously housed the Chrome Hearts flagship. Ten times ahead of the presentation, the brand name released a call to brides-to-be via social media marketing and press placements, and alerted their clientele, that the initial 100 to RSVP could go to the preview that is two-hour pre-order the springtime 2017 gowns and go shopping the add-ons, including Houghton x Commando lace bodysuits.
The bridal timeline is a totally different beast than even the ready-to-wear format (which the CFDA is in the process of rethinking with help from Boston Consulting Group) to give you some background. (daha&helliip;)