Why ‘See Now, Buy Now’ Shows Are Withering

Bye for now, see now, buy now shows.

That seems to be the fashion industry’s prevailing sentiment toward a format that was a big disruptor when it emerged in 2016 but whose use is dwindling, or at best intermittent.

Mugler was the latest designer name to pivot away from see now, buy now (SNBN) and return to Paris Fashion Week in September and show a spring 2024 collection, roughly six months before it will be delivered to…