Rebecca Minkoff to host fashion show in Los Angeles

It looks like this year that Tommy Hilfiger isn’t the only one migrating to the West Coast for his fashion show. Following suit, Rebecca Minkoff has just announced that she will be presenting in Los Angeles for her upcoming show as well.

Joining Tom Ford and Rachel Zoe, Minkoff will debut her ready-to-wear line in February 2017 in Los Angeles. The show will also follow the see-now-buy-now trend of fashion shows, allowing buyers and consumers to buy instantly after the show. The reason she chose Los Angeles was due to her spring show’s theme as well as her business growing in the state. Specifically, the brand has done really well in SoCal for its e-commerce sales. “This season we wanted to take [our show] to one of our biggest markets: Los Angeles,” chief executive officer Uri Minkoff told WWD.

The show is announced to take place on February 4 in the city. In addition to the show, the designer may also open a pop-up at The Grove. At the moment, the venue for the spring show has not yet been disclosed. Because the theme of the show is meant to reflect the culture of California, the show will be outside around “sundown,” according to reports by WWD.