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Christian Siriano weighs in on see now, buy now debate

Christian Siriano weighs in on see now, buy now debate

Christian Siriano is open to adopting a catwalk-to-shop retail model.

The American designer has waded into the see now, buy now trend rocking the fashion world, which kicked off when Burberry and Tom Ford announced earlier in the year (16) that they are forsaking the traditional fashion calendar and showing collections which will be immediately available to purchase.

Following the presentation of his designs for Lane Bryant in New York on Monday (09May16), Siriano explained how many of his styles for the plus-size retailer, which were modelled in the campaign by Orange is the New Black star Danielle Brooks, had already sold out when launched two weeks prior. Accordingly, he’s now taking the concept of fast fashion more seriously.

"This show, we are a little bit late, so people will obviously be able to shop, and that's what's great: You can see it on the runway, and you can go buy it. I didn't think it was as important (before), but I think it's a great strategy," he told, adding, "It's just challenging – we'll see."

The 30-year-old, who also has a bridal collection, collaboration with Payless Shoe Source, and his own eponymous fashion line which boasts a booming custom design business, feels innovation and adaptability wherever possible is the key to longevity in the garment industry.

Siriano, who got his start in the business when he won the fourth season of design competition show Project Runway, describes high-end retail as a "little bit scary" and thinks older brands are being left behind because they have failed to diversify in the past.

And while plus-size offerings have always been a part of Siriano's business, he believes the success of his collaboration with Lane Bryant could motivate other designers to join him.

"I think there will be new designers that will also embrace this — I'm sure there will be some coming out of the woodwork soon that you would never imagine, just because it's a big business and a big customer base, and fun," he shared.

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