The wave of the future?

Virtual runway: Prabal Gurung for ICB and See by Chloé unveil digital-onlyfashion shows

ICB by Prabal Gurung chartreuse brushed wool cape coat with smocked back yoke,midnight wool knit snood.
See by Chloé red jacquard jumper, red jacquard cardigan, pink corduroy slimpants, off-white calfskin and suede pointy boots.
ICB by Prabal Gurung persimmon stretch wool twill blazer with midnight lambleather lapel, indigo silk double georgette collared blouse, midnight woolsaxony double pleat trouser with tuxedo side trim detail.
ICB by Prabal Gurung azalea silk crepe de chine kaleidoscope print sleevelessdress with drop waist double layer skirt and hibiscus silk crepe de chinekaleidoscope print collared blouse.

NEW YORK — The future is now.

For the past few years, designers have mulled over the idea of staging a digital fashion show, where the only way to view the collection is online. This fashion season, for the first time, two have taken the plunge.

During Mercedes-Benz Fashion Week, Prabal Gurung debuted a line he developed for International Concept Brands, which is owned by Japanese retail giant Onward Kashiyama. The ICB collection will appear in U.S. stores in the fall.

It's easier to see the clothes on video than in a crowded room where it's oftentimes hard to get a good head-to-toe look. But without an audience, the show has a sterile feeling.

The show, accessible to select retailers, buyers and fashion editors who signed in to a website with a special code, featured 32 looks, as models walked around in a stark white room while music played in the background — just like at a runway show.

In addition to head-to-toe views, there were close-up shots, so you could see the intricate smock detailing on a chartreuse cape, the flowing angel wing ribbons on the shoulders of a white blouse or the lace insets on a dress, thanks to the wonders of HD technology.

The collection is clean and modern, with stark shades — persimmon, aubergine, chartreuse, indigo — and colorful hibiscus and azalea prints. Clothes are cut in a way that a young hip twentysomething girl would love, with colorful cropped jackets, a shift with slashes that reveal a contrasting shade underneath and tiered ombre dresses with ethereal floating hemlines.

Gurung praised the digital runway format as a modern way to make lives easier for buyers and the fashion press. "It's a tool that I think will change the fashion world and make us see fashion shows in a different way," he said.

He has a point. It's easier to see the clothes on video than in a crowded room where it's oftentimes hard to get a good head-to-toe look. But without an audience, the show has a sterile feeling — and since clothes often look different when seen in person rather than on video, there are some nagging doubts that what you see is what you'll get in stores.

And I miss the final runway walk where all the models come out one last time to rapturous applause and the designer shyly waves to the adoring audience while Anna Wintour, trailed by her bodyguard/driver,scurries out to beat the crowd to the next show.

On the first day of Paris Fashion Week Wednesday, the fall collection of See by Chloé also debuted in the same way. (Both shows were shown in a format devised by KCD, the New York agency that handles many top shows like Marc Jacobs and Alexander McQueen.)

Against a white marble wall flecked with veins of black, models strolled out in loose diaphanous dresses, belted jackets, wrapped silk blouses and skinny trousers in muted colors. A flannel coat with leather sleeves and a red jacquard cardigan were among the eye-catching items in the collection, which featured 32 looks. And the accessories — pointy ankle booties and a doctor's bag carried upside down — have a cool, urban vibe.

As the secondary, lower priced Chloé line, though, it probably wouldn't have attracted near this much attention if it weren't shown on the virtual runway.

See by Chloé fall 2012 collection:

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TREASURE TROVE

A stylish shopper's guide to 16 of Round Top's best fashion finds

Photo courtesy of Marburger Farm Antique Show

Round Top is a treasure hunter’s dream, with plenty of places to shop for vintage fashion, boots, accessories, and one-of-a-kind finds.

Shopping at Round Top's famous antique shows can be daunting even for the most experienced pros. There is a lot of ground to cover, with shopping spread across miles of fields, barns, and venues along Highway 237. To make the fashion hunt during the upcoming fall event, October 17 - 31, a little easier, we've rounded up the must-shop spots for amazing vintage items, designer pieces, boots, jewelry, and accessories.

Although Round Top is about dressing the part, don't forget that practical outfit choices will make long (and usually very hot) days much more comfortable. Wear clothes that can get dusty and shoes that can survive much more than 10,000 steps. A sunhat and extra water will also go a long way during the fall show.

$S\u00e9zane at Blue Hills$ Blue Hills brings a cool mix of fashion, accessories, and brands, including first-timer Sézane, to the Round Top shopping scene.Photo Courtesy of Blue Hills

Blue Hills
The Vibe: Cool-girl style with plenty of chic fashion and accessory options. Blue Hills leans into new items, mixing well-known and up-and-coming brands.

Sézane
French fashion brand Sézane is making its Round Top debut at Blue Hills. The brand's airstream trailer will pop up during the fall show from October 24-27 with its Fall/Winter 2026 Collection and a capsule collection of Round Top-exclusive products including a sweatshirt, t-shirt, and tote bag.

Hunter Bell
The Houston-based designer will pop-up at Blue Hills giving shoppers a chance to see the latest looks up close. The brand's Round Top inspiration guide offers plenty of outfit ideas plus a shopping list of pieces to pick up at the show.

Round Top Makers Market
This cozy barn is a one-stop shop for everything from ink block print dresses and monogrammed bandanas to cool stackable jewelry and sunglasses.

The Compound Round Top The Compound offers an elevated mix of new, vintage, and upcycled fashion for stylish Round Top shoppers.Photo courtesy of The Compound

The Compound
The Vibe: Elevated shopping with a price point to match, including new, vintage, and upcycled fashion.

Lotte.99
A collection featuring Los Angeles-crafted ethical apparel made from premium silks and upcycled textiles, hand-selected and finished with French seams, pure trims, and shell buttons.

Shapeau
Known for its vintage quilt coats, vests, and ponchos, this brand’s one-of-a-kind pieces fly off the racks. Once a design is gone, it’s gone for good, making the hunt for the right size, shape, and print part of the fun. Finding one that fits just right is definitely considered a Round Top score.

Natalie Vintage + Nan Collective
Famous across Texas for their elevated women's vintage apparel, yoyo pieces, vintage denim, and coveted belt collections.

Marburger Farm combines its famous antique show with plenty of opportunities to shop for vintage fashion, boots, and accessories.Photo courtesy of Marburger Farm Antique Show

Marburger Farm Antique Show
The Vibe: One of the oldest ticketed venues in Round Top, Marburger combines its famous antique show with plenty of opportunities to shop for vintage fashion, boots, and accessories. It recently added permanent structures with air conditioning, expanded dining offerings, and live music.

Full Circle Vintage
Owner Joey Medina hand-picks vintage boots for his amazing, well-curated collection. Stop in for a pair of colorful beauties, or go classic with a neutral pair for the season.

Lauren Owen of Texas
Known for its handmade oxford shirts, Lauren Owen of Texas is a one-stop shop for classic Lone Star State style. Check out the brand's collection of boots, hats, clothing, silver, and leather goods, all curated with a distinct point of view.

La Ropa Vintage
Shop a carefully assembled collection of hand-picked vintage clothing and accessories for men and women, plus one-of-a-kind accessories.

Zapp Hall Round Top Zapp Hall has it all. From an indoor/outdoor setting to the antique atmosphere only a 1903 dance hall can provide.Photo courtesy of Zapp Hall

Zapp Hall
The Vibe: Zapp Hall is a Round Top favorite for vintage fashion, statement accessories, and plenty of one-of-a-kind finds — all set in an atmosphere that only a 1903 dance hall can provide.

Leather & Vodka
This brand transforms new and pre-loved designer bags into one-of-a-kind works of art. No two pieces are alike. This year, the brand is debuting its permanent showroom inside Zapp Hall.

Grailed Garments
Treasure hunters searching for blue gold will find it at Grailed Garments. Known for a vast collection of vintage denim, the shop carries everything from 70s vintage through Y2K fashion.

Dirty Bohemian
Those looking for Texas rockabilly meets vintage finds will find a highly curated collection of statement accessories, upcycled clothing, and unique bohemian styles.

round top fall show 2026 round top fashion round top shopping