24th February 2016

The FROW Look That's Available To Buy NOW

By Jessica Vince

When once we had to wait an agonising six months before getting our hands on a catwalk collection, fashion’s major players are wising up to the joys of “see now, buy now”. Following on from live-streams and real-time Insta-Shows, the pressure’s on to come up with new ways of getting coveted clothes to customers more quickly.

Hot on the heels of Burberry’s announcement that everything on the catwalk will be available to buy online and in stores straight after the September show, Tom Ford declared the same thing. Why? Because, as the designer said himself, “customers today want a collection that is immediately available”. Hear, hear!

And it’s not just on the catwalk where things are evolving. Brands know that if a celebrity is snapped wearing an outfit on the front row, it will sell like hot cakes. Enter Suki Waterhouse at Topshop Unique.

MORE: Suki Waterhouse’s Insta-Style >>

While FROWers typically wear next season outfits that we won’t have the chance to get near for months (leading to much frustration on our part), this season a flock of stars were spotted in outfits available to buy RIGHT NOW.

Suki wore Topshop Unique’s ‘Hortensia’ dress, which is wonderfully whimsical and shoppable here. It features finely drawn florals on blush silk and is dotted with glistening red sequins. Yes please! Suki model wore it with the brand’s feathered wrap scarf to really polish off that Grey Gardens vibe.

So where will this ability to click and buy instantly take fashion week next? I for one can’t wait to see…

Love Suki’s look? Shop it now by clicking on the Exact Match


Instagram is a treasure trove of fashion inspiration. This is where the best outfit action can be found and how our favourite stars share their excellent ensembles. The problem is sifting through endless swirly lattes and #brunchgoals to find them.

Enter DRESSR. Don’t waste hours mindlessly trawling through your feed – we’ve done the scrolling for you.

Our team of DRESSRs filter through the most stylish corners of Instagram to bring you a hand-picked edit of the creme of the crop. And for anything you want in your own wardrobe? You simply click to buy. It’s all the shopping inspiration you could ever need.

We’ve teamed up with The Telegraph’s Stella Magazine to create a social shopping page of Fashion-instas – check it out every Sunday.

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