Gareth Pugh’s Spring ‘11 collection hit the runway (well, the video runway) in Paris yesterday—and the first pieces hit stores later that night. Style.com reports that the shop-the-runway trend is ramping up lately, and the charge is being led, no great surprise, by younger designers. On September 21, during London Fashion Week, Burberry offered guests at the events the opportunity to place orders straight from the runway through a custom-built Burberry iPad application. Following yesterday's Pugh presentation, 100 chiffon scarves (in signature geometric print) went on sale Nick Knight’s SHOWstudio.com shop. “Gareth is in the vanguard of designers who grew up using the Internet and understanding its importance and power,” Knight tells Style.com. “He therefore naturally sees it as a means to launch his collection to a massive worldwide audience in a way that represents the complete artistic expression of his work.”
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