Rebecca Minkoff continues runway-to-retail with fall 2016 on the streets of SoHo
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Rebecca Minkoff continued her Runway-to-Retail experiment (started in February) this season -- where instead of showing 6 months ahead, Spring 2017, she chose to show her Fall 2016 collection this week.
To make it even better, Rebecca took it one step further on Saturday by hosting the show on the cobblestoned streets outside of her SoHo store in New York City. She then inviting the public inside immediately after the show to shop the collection.
"When we looked at the results of our sales February to February of the year before," Rebecca explained backstage, "We could see that our consumer loved this idea -- our sales were up over 200%, better than we've had on Black Friday -- so you can see that she does want to shop this way, she does want to see runway this way."
Having the show outside, with the buzz of New York all around, made it that much more fun. And while we love the pretty, colorful spring shows, it really does resonate with you when you're seeing a collection that you can shop right then.
To top it all off, Rebecca did her show finale with a flourish. She worked with artist gilf -- a well-known and respected street artist -- to make a statement on the runway.
"Maybe it's being a mom," Minkoff told us, "but I can't sleep at night knowing about what is happening, and so I thought, I have 15 minutes where the world's attention is going to be on this ... how can I do something that's more important than what I do every day?"
And so gilf tagged leather jackets -- worn by every model during the finale -- with things like "Love is Love," and "We all bleed the same color." What's more, the jackets will be auctioned off, with all proceeds going to NOT ON OUR WATCH, a charity that focuses on humanitarian work.
Click through above to see -- and shop! -- the entire collection.