The day after relaunched label Halston shows on Feb. 4, during New York Fashion Week, Net-a-Porter will begin selling two looks straight off the runway, a daytime shirt dress ($1,495) and an evening silk dress ($1,795).
This retailing coup follows the collaboration Net-a-Porter had with RM by Roland Mouret last year, which allowed customers to immediately order looks from the runway that would then be shipped at a later date. The Halston partnership takes the idea a step further, allowing interested customers to literally pick a dress off the runway and be able to wear it the next day.
It will be interesting to see how this affects fast fashion chains, who thrive on the delay between runway shows and the time that customers can get their hands on the clothes . . .