BCBG offers one-stop shopping at Fashion Week
Sep. 04, 2014
NEW YORK (AP) — The feeling on Thursday at BCBGMaxAzria's Fashion Week runway show was flowing and bohemian, and the look was pastel: Pale, ethereal colors like bare pink, light blush, ecru, light aqua, gray violet and lavender.
And if you liked what you saw, you didn't even have to leave your seat to go shopping. In a new Fashion Week twist, BCBG included instructions on how to buy various looks by "liking" an Instagram photo from the collection, after which the user would receive an emailed link to shop.
Designers Max Azria and his wife, Lubov, described their Spring 2015 collection as a mix of "timeless elegance with bohemian silhouettes." The emphasis was on long, filmy garments belted at the waist, in subtle prints or, often, a simple one-color look.
The most striking items included a silk wrap dress in a pretty gray violet, with a powder pink quilted belt; a sleeveless silk dress in a color called lavender mist; and, to end the show, a silk V-neck dress in a gorgeous shade of antique rose.
Most looks were light, making the occasional heavy look, such as a white oversized jacket paired with a white silk dress, look even heavier in comparison.
A white embroidered motorcycle jacket, though, was a nice companion piece to a cotton skirt and cotton mesh embroidered top — all in white.
The Instagram shopping tool stems from collaboration between BCBGMaxAzria and the LIKEtoKNOW.it service, which sends an email to users who have "liked" an Instagram photo a link to buy it from the designer's website. In all, the design house said, nine looks were available for purchase via the new system.