Increasingly more brands today are embracing some version of the see now, purchase now model, through the Fashion Week runways (with a few exceptions) — to, of late, Coachella, with Alice + Olivia’s straight away shoppable Grateful Dead-inspired collection. Now, celeb-loved indie brand Houghton is bringing that concept to your bridal globe along with its very first shop-the-runway collection for springtime 2017.

«That concept lends it self much more to bridal than such a thing else,» designer and director that is creative Polk told Fashionista Saturday during the Houghton bridal presentation, positioned in a tony Upper East Side town home that formerly housed the Chrome Hearts flagship. Ten times before the presentation, the brand name released a call to brides-to-be via social media marketing and press placements, and alerted their clientele, that the first 100 to RSVP could go to the two-hour preview, pre-order the springtime 2017 gowns and go shopping the add-ons, including Houghton x Commando lace bodysuits.

To offer some history, the bridal schedule is an entirely various beast than perhaps the ready-to-wear structure (that the CFDA is within the procedure of rethinking with assistance from Boston Consulting Group). We spoke to editor-in-chief of the latest York weddings web web site Twirl and bridal specialist Anne Chertoff, whom explained that following the collections reveal in April 2016 for springtime 2017, normally it takes anywhere from six to nine months when it comes to dresses going to the sales flooring, with regards to the design, ornateness, manufacturing, etc. Read more →