Ralph Lauren to launch 'See Now, Buy Now' AW16 collection during NYFW

London - While some may be wondering if Ralph Lauren has lost its luxurious appeal following the label's new way forward plan, for its eponymous designer it marks the start of something new, which happens to include embracing the 'See Now, Buy Now' business model.

During Ralph Lauren's upcoming show on September 14, coinciding with New York Fashion Week, the brand will present a new 'See Now, Buy Now' Autumn/Winter 2016 designer collection. The new range, which consists of 45 looks, will be unveiled to retailers, buyers, editors and top customers in one of two shows to be held outside of Ralph Lauren's flagship store at 888 Madison Avenue, which will be shut to traffic, reports WWD.

Ralph Lauren to unveil debut 'See Now, Buy Now' collection on Wednesday

As soon as the new collection is unveiled it will be offered for sale in its own dedicated areas within Ralph Lauren flagship stores around the world, including the store on Madison Avenue, in order to satisfy both customers demand for newness as well as the stores request they ship collections earlier and earlier. Ready-to-wear, accessories, footwear and handbags will all be included in the collection, which was produced in Italy.

The new collection is very different from the previous AW 16 collection presented last February and currently available in stores, which was inspired by its founder's fondness of British style. From the few looks released, the brand seems to return to its American roots for inspiration. "See-now-buy-now gives you the ability to be right there where the action is," said Ralph Lauren, executive chairman and chief creative officer, in an interview with WWD.

"We wanted to do this without telling anybody,He added but the cat's now out of the bag. Nevertheless, Lauren is positive this decision is what is best for the brand right now. "We think it’s the right thing to do." He added that the move towards immediacy helps brands ward off copy-cats while feeding into customers demand for instant gratification. "Why can’t we deliver in the season that they want it?," he asked. "She doesn’t have to wait, she can go and shop right at the show."

In addition to the two shows taking place on Wednesday evening, Ralph Lauren will also hold an event for its most loyal customers in its New York flagship store on Thursday morning and will be live-streaming its show on Facebook, which directs customers to its website. Ralph Lauren has joined forces with the ever-expanding list of designers to jump on the 'See Now, Buy Now' bandwagon, including Tom Ford, Tommy Hilfiger, Rebecca Minkoff, Thakoon, Opening Ceremony and Burberry.

However, Lauren does not intend to shun the traditional fashion week format entirely, as the creative head aims to present its Spring 2017 collection next year February on the runway, as part of the brand's 50th anniversary celebrations.

Photos: Ralph Lauren, Facebook