Misha Nonoo marks consumer-driven fashion week move with shoppable Instagram campaign

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New York designer Misha Nonoo is continuing with her alternative approach to fashion week and launching a shoppable Instagram campaign for the current spring/summer 2016 season.

The images (launching Sunday) will star Nonoo herself, along with Amber Venz-Box, president and co-founder of blogger monetization network, rewardStyle, in a focus on female entrepreneurship.

More importantly however, Venz-Box’s participation is also about using rewardStyle’s LIKEtoKNOW.it mobile platform to actually make the items shown shoppable. For Instagram users signed up to the LIKEtoKNOW.it scheme (just a matter of linking your Instagram account and email address), all they have to do is “like” an item in order to receive an email with links to the relevant e-commerce pages to buy.

The hope for Nonoo of course, is that it encourages her followers to actually purchase rather than just state intention for something that used to be six months away from launch. Traditionally, she would now be showing fall 2016 instead.

This ability to click and buy in real-time, is part of a new shift we’re seeing around fashion weeks at large in a bid for designers to more closely align with consumer demand. Head over to Forbes to read the full story, plus interviews with Nonoo and Venz-Box about what they’re doing, and why this in-season consumer move makes sense for the market.