Because events such as NYFW occur a good six months before the season they are actually show for, Designers of more frequent collections in Australia (say bardot, Sportsgirl, Dotti, Lorna Jane, Portmans etc etc) can wrap their heads around a trend in much less time then the year long design-to-store cycle that the big labels have. Thus resulting in that must have new trend on the catwalks yesterday -personally, I am awkwardly giggling at the cute owl hats on the runway at Anna Sui, while secretly loving them- being in stores and available within a few months, and just in time for our Autumn! (I don't think I'll find owl hats though, sadface.)
This also works amazingly to increase the longevity of items in your wardrobe. If you get an idea of what they're wearing next season, months in advance, you'll find that fashions tend to peak about a year after they creep in. First year around, things like high waists, bold shoulders and even the recent peter pan collars were on the back burner while people looked at them and thought "Oh my god, really??" While somewhere between six months to a year later, they're back with a vengeance as people come around to the idea. The more you see models and advertisements with something, the more you'll find you want it as it tricks you into thinking everyone is wearing it. In reality, it's only the few who are ahead of the ball that are.
Just for shits and giggles, owl hat!
Source: Style.com
