6 things to know about Ralph Lauren’s traffic stopping NYFW show

Ralph Lauren launches a ground-breaking 'second fall' collection

On the penultimate day (and the final night) of New York Fashion Week, Ralph Lauren shut down a stretch of Madison Avenue to stage his first see-now-buy-now show. Here’s everything you need to know…

Ralph launches his September Collection Having already showed autumn/winter 2016 back in February, Ralph made the rogue decision to show Fall, Part 2. An effectively seasonless collection, it was all available to buy right off the runway after the model’s finale. ‘Today, I am proud to share with you, for the first time ever, my new women's collection right off the runway and into your lives. For me, this is the ultimate expression of luxury—offering you every look, every accessory, every handmade detail immediately in my flagship stores around the world and online,’ read the show notes.

A traffic stopping location The show was staged right outside the Ralph Lauren Madison Avenue flagship on the Upper East Side of New York city. Two city blocks were shut down while a catwalk was stealthily assembled under a see-through tent, complete with four tiers of cushioned seating.

Kendall made her debut Kendall Jenner walked for the all-American brand for the first time this season, closing the show in a badass leather jacket over a white shirt, styled with a statement necklace, a Western-inspired belt and tailored trousers. Bella Hadid and Liya Kebede were the other big names walking the show.

Rosie ruled the front row

Rosie Huntington-Whiteley looked like a total knockout on the front row in a Gothic, burgundy velvet dress with a choker and smoky eye make up. She was joined by Jessica Alba, Annabelle Wallis and Julianne Moore, who brought along her 14-year-old mini-me daughter, Liv Freundlich.

The clothes were full of Western spirit

Though the theme ran quite literally, with studded leather chokers, fringing, giant belts, and cowboy hats, it was all very wearable; the perfectly tailored pieces will suit the modern-day working woman's wardrobe. ‘I have always been inspired by the rugged beauty and romance of the American West,’ said Lauren. ‘The September Collection is imbued with that spirit, but reinterpreted in a modern glamorous way for the woman whose style is both personal and luxurious.’

The big reveal

As Mr. Lauren stepped out to take his final bow, in a faded denim shirt and light-wash jeans, he swept his hand toward the store’s windows where a gray curtain parted to reveal a video of a rearing wild horse that framed mannequins wearing some of the clothes that had just appeared on the catwalk. As the store doors opened, Rosie and co. drifted inside to peruse the looks IRL.

Is this the future of the fashion show?