Individuals to introduce 'see now, buy now' model to SS17 Show

The impact of the 'see now, buy model' business model, embraced by luxury fashion houses such as Burberry, Tom Ford and Balmain has trickled down into the educational associations. The Amsterdam Fashion Institute (AMFI) student collective brand Individuals, is set to launch its debut after-catwalk store, following its Spring-Summer 2017 show.

In a direct response to fast-fashion, Individuals, a high end brand consisting of 27 students work, is set to launch a key item for sale to the public directly following its catwalk show on June 15, marking the first time a Dutch label takes on the 'see now, buy now' concept.

"As the model of the 'see now, buy now' product was so good, it meant that we have had to make little adjustments and were about to go pretty quickly into production," Said Angela from the Individual's management department in a press release. "This was the ulitmate opportunity to produce the product at a faster pace."

Named 'Exit Through the Store' the 'see now, buy now' store is set to open immediately after the last look from AMFI's Individuals's SS 17 show has left the catwalk. Pieces from former collections, as well as the key piece from the SS 17 will be available for sale.

Photo: iNDiViDUALS, by Fiona Ruhe