fashion week rebecca minkoff virtual try-on tech
Rebecca Minkoff at New York Fashion Week

It was an interesting fashion week season – a mixture of new names at big design houses, new go-to market strategies at others and a bevy of tech initiatives thrown in for good measure.

While the biggest shift surrounded those moving towards the “see-now, buy-now” initiative – countering the “broken” system of showcasing six months before product is traditionally able to buy – others used the past month as an opportunity for a more experiential type of marketing.

Across New York, London, Milan and Paris there were tech and digital launches spanning wearables, mixed reality, chatbots and more. Head over to Forbes for a wrap-up of five of the coolest from brands including Burberry, Tommy Hilfiger, Chanel, Hussein Chalayan and Rebecca Minkoff.