Our friends at Oki-ni tested an interesting concept on zero day sale. In conjunction with J.W. Anderson’s Autumn/Winter 2010 runway show this morning in London, the shop secured a limited selection of seven pieces from the collection to be put on sale just as the runway show itself began. The boots, as worn by the models this morning, were a quick sellout, but other selections remain. This test from J.W. Anderson and Oki-ni seemingly reduces the time between previews and sales. We’re interested to see where this concept goes in the future, especially with the emergence of live streaming from shows.
More looks from the J.W. Anderson Autumn/Winter 2010 Runway Preview after the click.