Fashion Week kicked off on Thursday with the industry descending on New York City.
The tradition of designers showing off their collections actually goes back to the 1940s. In today's fast paced digital world, however, some are wondering if the tradition is still relevant.
Fashion week "used to be open to a very small closed circle of editors and buyers and we've seen a huge dramatic shift. We decided to open up our show to the consumer," Rebecca Minkoff, the creative director for her own line, told CNBCs "On the Money."
After a designer shows their collection, it usually takes 6 month for the clothing to hit stores. Minkoff decided to change that, and most of her clothing and accessories hit shelves as soon as they are revealed. It's called 'See Now, Buy Now.'
Social media now gives everyone a front row seat at the event, so the new philosophy helps get the items right into the hands of customers as soon as they want it.
The customer "doesn't have to wait 6 months and see these different bloggers and celebrities and editors carrying the product," said Uri Minkoff, Rebecca's brother, co-founder and CEO of their brand.