An E-tailer Made the New York Fashion Week runway shoppable

Luxury retailer 11 Honoré made a debut at New York Fashion Week with a Shopify-powered catalog that allowed attendees to shop off the runway using QR codes.

The retailer showed a selection of spring and pre-fall items from a range of luxury designers - Christian Siriano, Chromat, Jason Wu, Cushnie and Roland Mouret, etc. The QR codes directed shoppers to the retailer's online store. There, they could purchase the products in real time in sizes 12 through 18.

In this way 11 Honoré transformed the purpose of the runway from a showing stage to an extension of the retail space.

The runway items are also available in a physical pop-up 11 Honoré x Shopify space, at 157 Hudson Street in New York.

The retailer's move leads see-now-buy-now to a new level. Retailers typically don't host a runway show. They follow fashion weeks to view designers' collections and make decisions on what to stock in the coming season.

“We’re a mission-driven company, and we are using this as a platform to drive awareness around inclusivity and diversity in fashion," 11 Honoré's CEO Patrick Herning told WWD. He added to Yahoo Lifestyle that the company, "strives to be on the right side of the conversation about where fashion is headed and is honored to be a part of creating a real change."

Herning also told WWD that 11 Honoré intends to be a staple in the New York Fashion Week calendar, preferably on the September schedule going forward.