Houghton Introduces ‘See Now, purchase Now’ for wedding gowns, But Are or even more accurately, ‘see now, pre-order now.’ we are maybe maybe not referring to fast fashion that is bridal.

Increasingly more brands today are adopting some form of the see now, purchase now model, through the Fashion Week runways (with a few exceptions) — to, of late, Coachella, with Alice + Olivia’s instantly shoppable Grateful Dead-inspired collection. Now, celeb-loved indie brand Houghton is bringing that concept towards the bridal globe using its very very first shop-the-runway collection for springtime 2017.

“That concept lends itself far more to bridal than such a thing else,” designer and director that is creative Polk told Fashionista Saturday during the Houghton bridal presentation, situated in a tony Upper East Side city household that formerly housed the Chrome Hearts flagship. Continue reading