7 digital leaders at New York Fashion Week 2017

By Kitty Knowles 7 September 2016
Chromat Featuring Intel Collaboration Feb 2016. Pic: Chromat.

From 3D-printing to Snapchat & shoppable collections: High-tech meet high-fashion this New York Fashion Week.

We all know the fashion industry is about staying ahead of the game.

That doesn’t just apply to clothing lines: keeping on the cusp of cutting edge tech is becoming increasingly important to brands.

This year, New York Fashion Week SS17 is full of digital-forward designers who have planned groundbreaking firsts, shoppable catwalks and social media surprises.

Whether you’re in the Big Apple, or streaming online, don’t miss these designers merging high-tech with high-fashion…

1) Tommy Hilfiger’s digital fairground

Preppy American brand Tommy Hilfiger will this year bring a ‘smart’ carnival to NYFW.

Not only will fashionistas be treated to a funfair with a 40-foot Ferris wheel on Pier 16 at South Street Seaport, but you’ll be able to buy products instantly from the shoppable catwalk.

Fans watching the brand’s first consumer show – featuring the Tommy x Gigi [Hadid] collection – in person can use digital touch-screen shopping walls on site, while the rest of us can hit up

Look out for live streams in Times Square – and on Facebook Live.

2) 3D-printing from Chromat

NYC local Becca McCharen will be back with a new collection from Chromat.

Known for her incredible 3D-printed garments, McCharen’s background in Architecture and Urban Design means you can expect to see some incredible structural pieces.

More 3D-printed bras, dresses and headpieces, please.

3) Stylish Samsung shows from Kith

This will be the first time that designer Ronnie Fieg will participate in Fashion Week – in honour of Kith‘s fifth anniversary.

According to Vogue, Fieg’s will be one of the “least traditional” collections, in part, because Nate Brown, who designs Kanye West’s Yeezy shows has been pulled in, and in part, because the show’s due to be held at the new Samsung 837 space on Washington Street.

Guests can expect surprise musical performances and a strong tech influence. Sound spectacular enough for you?

Misha Nonoo

4) More social media mashups from Misha Nonoo

Given that Misha Nonoo has previously used Instagram as a shoppable lookbook, we’d expect her to have some surprises up her sleeve.

This year she’ll be launching a “live lookbook” on Snapchat via Refinery29’s account, combining stills and videos with her “day to play” ethos.

“Snapchat is a recent discovery for me, and it has put the fun back into social media,” Nonoo has said of her plans.

“I want to inject that same creative, experimental energy into how I present and share my collection.”

Every piece will be immediately available for purchase via the brand’s new direct-to-consumer site

5) Shoppable Tom Ford streams

Fans of Tom Ford will be able to step into the designer’s exclusive fashion show as it’s live streamed on his website and on the E! TV channel.

The icon is set to combine both his men’s and womenswear collections in one immediately-shoppable AW16 collection, rather than presenting SS17.

“In a world that has become increasingly immediate, the current way of showing a collection, four months before it is available to customers, is an antiquated idea and one that no longer makes sense,” he said of his decision.

If it’s good enough for Lady Gaga, it’s good enough for us…

6) Rebecca Minkoff launches #RunwayToRetail

Rebecca Minkoff will take to the streets of New York, right in front of her flagship store in Soho.

A social media leader, Minkoff introduced her first shoppable show ‘#seebuywear’ back in February, and returns with the renewed them: #runwaytoretail.

Almost all garments will be available to purchase immediately, and Minkoff’s full line will be stocked within 60 days.

7) Live vicariously with glorious Google

For those stuck at home or work, or living on another continent, don’t fear.

You’ll be able to get a taste of the happenings in the Big Apple on Google.

A number of fashion brands using the search engine to allow a direct connection to their collections including Marc Jacobs, Tom Ford, Prada, Burberry and Hermès.

Any buyable content will appear above generated search results within Google’s Web page, and users who type in phrases related to NYFW will see high-quality designs with pictures and videos.

Why not live vicariously?

New York Fashion Week Spring 17 runs from 7 September – 14 September. Find out show times and locations, or watch live streams here