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Why Designer Misha Nonoo is Showing Her Spring 2016 Collection on Instagram

Designer Misha Nonoo will present her Spring 2016 collection on Instagram. Photo: Kelly Stuart

Fashion week can be monotonous. The same people gather twice yearly to visit the same venues, wait for 30 to 45 minutes, and watch a parade of women walk down a runway. The clothes, of course, are thrilling for any fashion lover. And the truly theatrical productions—Marc Jacobs in New York, Chanel in Paris—are pure magic. But if anyone were to calculate the time wasted between the miles logged by editors, buyers, and models traversing the world, well, as the world evolves at this most rapid pace, why hasn’t the way fashion presents its collections?

The short answer is that, despite being an industry that flips the world’s “must-have list” on its head every few months, it hates change. It’s time to shake things up, says newly-minted CFDA designer Misha Nonoo. The 29-year-old Brit by way of Bahrain is taking a major risk and showing her spring 2016 collection on Instagram. Inspired by a meeting with Sheryl Sandberg last year, as well as the way her recently-launchedecommerce has allowed her to interact with her global customer, Nonoo’s abandoning everything about the traditional runway show in favor of what she calls “this amazing visual storytelling platform.”

What does that mean? This week, Nonoo’s team will produce an original editorial shoot starring her spring collection at artist Dustin Yellin’s Pioneer Works in Brooklyn. Editors and buyers will receive an invitation to her show on the morning of Saturday, September 12th, but “the show” will be an unlocked Instagram account that, when your phone is flipped sideways, displays one long stream of outfits. Want to get a better feel for look #7? It will have its own Instagram account, to which you can click off and zoom in. The best part, of course, is that you don’t need an invitation—anyone can tune in. That, and you can do it from anywhere in the world. “I’ve spoken to so many editors and buyers who are like, ‘I missed this show by 5 minutes!’ I think they’ll appreciate the time saved—and we all go on Instagram to see the collections anyway,” Nonoo says.

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