In an increasingly popular move across the fashion industry, many designers at this year’s MBFWA have decided to bridge the gap between their runway and retail experiences, offering customers the chance to shop their Resort 2016 collections online directly after their shows. Burberry was the first to lead the way, with a foundation-changing announcement in February that aims to realign both northern and southern hemisphere markets with “seasonless” collections.

Closer to home, this makes more than enough sense for our Australian designers who face the challenge of needing to adopt the fashion cycle followed by the northern hemisphere in order to remain competitive in markets with contrasting seasons. Which is why many this season will follow suit. In a sure treat for those who desire to be instantly on-trend, DI$COUNT UNIVERSE, Daniel Avakian and TOME will all have pieces available to shop directly after you see the looks materialise on your Instagram feed. GRAZIA spoke to Ryan Lobo of TOME about this shift and what it means for their brand.

Tell us more about TOME’s decision to show a buy now runway? The timing with MBFWA could not have been more perfect for our pre-fall launch. It’s literally mid May! The direct-to-consumer model is a model that all brands must respond to for an amalgam of reasons so why not as an emerging brand try this at a very grass-roots level (whilst facing the world) and on our home turf where we have wonderful support.

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TOME A/W 16
Credit: NOW FASHION 

 How is it more effective? It’s a new model so how effective it is is yet to be tested over time however the excitement behind the notion is there and when people are excited they respond. Let’s hope the response is good.

How does it now differ for you as a platform compared to NYFW for example? At main collection time we can only offer a smattering of see-now wear-now offerings. That will shift.

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TOME A/W 16
Credit: NOW FASHION

Do you approach collections as seasonless given your northern/southern hemisphere customer? Completely. We are Australian and think in light layers all the time. We just add coats for fall but there is always knitwear and season less cotton and silk. The instantaneous nature of social media also plays a part. Street style and runway portals are everything now. Everything is suddenly replaced with what’s new.  As designers you are on a virtual treadmill trying to keep up.

You’ve had amazing success abroad – how do you think you’re Australian heritage factors into this? The world loves Australians, especially in the USA. We are taking over the world.

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TOME A/W 16
Credit: NOW FASHION

What is this collection centered around? What can we expect? The loud sexy style of Nina Simone in the 60s. Print, stripe, asymmetry… STARS!

Don’t miss out on TOME and other Australian designers at Mercedes-Benz Fashion Weekend Edition featuring insightful talks from the likes of Pia Muehlenbeck and GRAZIA Fashion Director Charlotte Stokes as well as curated looks from the shows! Running from Friday 20 May till Saturday 21 May. Get your tickets here. 

thoughts?