Loewe previewing spring looks on billboards

Forget see-now-buy-now, Loewe is taking the approach of billboard-now-see-now. The French luxury label has hundreds of Paris kiosks set to reveal an outfit and handbag from their spring collection the day before their spring/summer 2017 offerings go down the runway at Paris Fashion Week.

Jonathan Adler, Loewe's creative director, collaborated with photographer Steven Meisel on the campaign, which features Amber Valletta in a pleated dress and a pack shot of the brand's new Joyce bag. A third image features flowers in a vase, playing up the concept of Loewe as a lifestyle brand.

Four looks from the show will be available for preorder online, and the image will also be on display outside of their atelier at Place Saint-Sulpice.

Anderson has been finding ways to give the public a preview of his collection since he started as creative director in 2014. He's onto his own unique preview, show, then purchase format with this setup. Maybe someone else will catch on?