In 2024, who are fashion shows for? 

Ahead of New York Fashion Week Fall 2024, designers clearly revisited their show strategies to better balance two imperative goals: appealing (and selling) to consumers and meeting business objectives involving retailers, their own production schedules and press. 

For Tommy Hilfiger, who showed at Grand Central Oyster Bar on Friday evening, that meant moving on from the see-now, buy-now selling model — on the runway, anyway. While the models who weaved between tables donned fall 2024 looks, many of those occupying seats wore styles currently available in stores. Among them: Jenna Lyons, TikToker Noah Beck and newly appointed brand ambassador Sofia Richie Grainge. The latter wore a head-to-toe Tommy look including a pink trench coat and a sweater draped over her shoulders.

It’s a significant move, considering that Hilfiger helped pioneer see-now, buy-now and has remained loyal to the model since 2017. And it says something about the influence, or lack thereof, of curated runway looks on consumer behavior. As has been widely noted, social media stars and their personal styles are now driving fashion trends. 

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