Banana Republic Wants You to Buy Clothes Right From the Runway

The scene at Banana Republic’s last fashion show at NYFW. Photo: Getty Images

By Sam Reed

Fashion Week as we know it is evolving right before our very eyes. The latest brand to shake things up? Banana Republic, which just announced plans to allow customers to purchase limited-edition items straight off the runway.

Taking a cue from Jeremy Scott, who also sold select items straight off the runway following his spring 2016 Moschino presentation, Banana Republic will offer up a few limited-edition pieces immediately after its fall 2016 showing at New York Fashion Week on Feb. 13. WWD reports that six styles, ranging in price from $100 to $300, will available on the brand’s website and promoted on their social channels.

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The fall 2016 presentation will be the first since the retailer eliminated Marissa Webb’s position as creative director and instead moved the designer into an advising role. Lexi Tawes, senior vp global merchandising for the Gap brand, told the trade that now more than ever, the company is focused on “selling directly to customers and getting [product] into customers’ hands.”

The announcement also comes just a week after Rebecca Minkoff revealed that she will be re-showing her spring 2016 collection at NYFW so that customers can immediately purchase pieces they see on the runway in stores. As more and more brands consider following suit, the CFDA has hired a consulting firm to reevaluate Fashion Week’s structure.