With promises of the New Now, Thakoon Panichgul is part of the wave of designers changing the definition of “fast fashion.” It’s not cheap, copied or sent into mass production. It’s just available now. Set outside against an unbeatable backdrop of the Brooklyn Bridge, he showed Fall 2016—and you can get it this moment at Thakoon.com and in his new SoHo flagship, where he’s hosting a party for everyone who RSVPs through his web site. [Editor’s note to social media marketing teams: This is an ingenious way to capture new customer emails.]

The clothes were an ode to the ’90s. Think elevated grunge, with tartan shirt dresses and ruffled skirts mixed in with cashmere henleys and a street urchin-kind of styling.

Knit sweaters were tied around waists, and worn with other sweaters, trim cropped jackets and crisp shirts. But done in luxe materials and dotty patterns, it didn’t feel messy. Just cool and young.

And young is the key word here, as the orchestrated social media blasts, come-one-come-all party and see-now-buy-now strategy is aimed at the millennials. The good news is that there’s something here for the non-millennials who’ll appreciate the tailored pieces and layers of cashmere and wool that will be just right in about a month. No need to wait.

This whole exercise is part of Panichgul’s plan to reboot his brand, unhappy with the “meh” way people are shopping and viewing Thakoon. And with the backing of mega-tycoon Silas Chou’s daughter Vivian, it seems like he’s pulling this off. There was a new, invigorated spirit and quality to Thakoon Fall 2016—young, fresh and fun.

From: Harper’s BAZAAR US