Customers were able to watch the show of Ford's fall 2016 men's and women's collections streamed online live from New York City and then buy the clothes immediately online and in his stores.
“Why would you want to see clothes that you can’t have for five or six months,” Ford, 55, said of his new approach, referring to the time it typically takes for clothes to go from the catwalk to the store.
The London-based designer's fashion show, which took place at the recently closed Four Seasons restaurant, marked Ford’s first time showing in New York since he relaunched his brand six years ago.
He gave Joe Zee, editor-in-chief of Yahoo Style and “Good Morning America” special correspondent, a backstage look at the show and explained why he wanted to bring his fall collection quickly to consumers.
“From Day 1, my first job in fashion, the collection had to sell,” Ford said. “And you don’t get very many chances. It sells or you’re out, so I’m always conscious of, will this sell? Will this sell? Will this sell?”
Last night’s event offered a fresh take on the typical runway show. Instead of wearing the designs down a catwalk, Gigi Hadid and other models dressed in Ford’s creations showed off the looks while walking around the dining room.