Ralph Lauren took to the streets of the Fashion Week

September 13, 2016 15:23 ET

Wednesday evening, a group of well-dressed women stop traffic on Madison Avenue in New York.

In the Can-you-top themes this week waterfalls Fashion New York, Ralph Lauren It's almost just one block from Madison Avenue on the Upper East Side stop take the last label women Parade. The block between 71st and 72nd Street, is the flagship store women at home of Mr. Lauren left, buy the business of his men on the right, and for children.

The models are created out of the tent of the women prance Madison Avenue in a huge tent glass. Immediately thereafter, the women shop guests and customers are open, which can be shown from the collection just to buy something. Movement Ralph Lauren is the largest brand of America to a collection of whole track immediately to consumers, part of a growing trend in the industry, the gap between monthlong reduce if clothing presents, and when they arrive in stores.

With his shop Ralph Lauren as a designer looking increasingly remote or unusual places in an effort to stand out, fashion editors surprise tired and produce images that break through the clutter when they shared in social networks. tom Ford his show instead of in the space that once housed the Four Seasons Restaurant. Tommy Hilfiger from a dock in the port of South Street a carnival for his last show back. Line Kanye West Yeezy for Adidas shown Franklin D. Roosevelt Four Freedoms Park on Roosevelt Iceland.

"We have a team, were looking for a place to do the show, to see what is causing some excitement," Lauren said. "Well, I have two stores before the other on Madison Avenue and other department store, children. This, the 72nd and Madison, Ralph Lauren is."

Ralph Lauren expects hundreds of guests in the show, which means that the section of Madison Avenue will be closed for at least two hours. While teams of people trying not only to get ready for the show for the collection time, but are sold in stores, other teams have meetings with representatives of the city last month kept the idea of ​​Ralph Lauren to get approved. The company originally applied for permission, the event at the Madison Avenue office of the mayor of coordination and event management in the city, so that when the program would be beneficial for the city and stimulate presenting companies.

Then Team Ralph Lauren representatives and fashion show production had numerous permits city to obtain, including the Department of Buildings to erect the tent. They needed a police station no parking sign and the amplified sound, especially the music during the show will be played. The cost: $ 25,000 to $ 66,000 per day for a large or very large event, according to the website of MCSC.

During rush hour on Tuesday morning, construction machinery and accessories for the event, the creation of cars and traffic jams on the corner of Madison Avenue were.

MCSC officials discussed the idea of ​​Ralph Lauren with the council and the Business Improvement District to assess the impact. The company and MCSC coordinated with the Department of Municipal Police in New York, fighting officials to order against terrorism and the Department of Transportation logistics, is how to ensure that buses and other vehicles even Madison Avenue in the days before the application could show. People familiar with the situation that the decision was made easier by the fact that no other shops are located in this block. The other neighbor is a church, in which representatives of Ralph Lauren came to explain about the concept and to discuss the implications.

The glass shop was developed and designed for Ralph Lauren, also built in the color measurement to sit on cushioned benches the public the architecture of 888 Madison Ave. adapt. The public can take a look at the exhibition looking through fishing.

The brand almost 50 years, clothing and accessories, is known for its ambitious aristocratic aesthetics known is considered a part of the fabric of New York City, its founder Bronx-born of his long collaboration with the Upper East Side, where his business for several years. More popular restaurant Polo Bar in the center Mr. Lauren by reservation in town one who has recently become the most sought. "There is no better way for iconic brands such as Ralph Lauren, as the streets of New York City," said Deputy Mayor Alicia Glen, the planned to attend the show.

Ralph Lauren had traditionally its trajectory indicates the last Thursday morning of the Fashion Week event space in downtown New York, that the label is an elegant and stately room. "We do not want the same program," Lauren said. The location is kept secret to the guests until Monday and Mr. Lauren enjoyed the idea that the beneficiaries would fascinated by the new location and new time. "Is not it exciting not:" Oh, I've seen that before. "The ultimate goal is the stimulation."

Stop the women in the shop seals the connection between the collections and their ability for immediate consumption shows. Since last week, the designers showed their collections of clothes that will be in stores next spring, as usual. But this week, several designers like Tom Ford, Tommy Hilfiger, Thakoon, and Rebecca Minkoff They showed collections for autumn and clothing provided immediately after purchase after the show-what made available industry refers to seeing, now, now buy the strategy.

Ralph Lauren plans to show a fall collection Wednesday, even if the label has already carried out a parade of the case in February. Mr. Lauren said he designed two collections autumn.

The company started on a concentrate see-now, buy now after show Stefan Larsson He became head of the last address in November. Larsson, a veteran of the fast fashion retailer H & M HMB -2.89% and a former world president gap GPS 0.00% Old Navy is trying to make the brand that was struggling since 2014 One of its aims was to reduce the production time of six months. "The world has changed," said Larsson. "The average consumer has access to the slopes and they have had all the information on a scale. You do not want to wait six months to buy what they see."

Ralph Lauren had the support of Anna Wintour, Editor in chief of Vogue, the October issue has a handful of looks from Ralph Lauren Wednesdays represented. The measure is important that the industry cares about the way fashion magazines cover the season parades.

"His idea of ​​their collections do next now is classic track Ralph," Wintour, who is also artistic director of Conde Nast, said in an e-mail. "It is the bold thinking and forward, but it is also very personal,. That which connects directly that no matter who bear most people their clothes," Wintour some phone calls and expressed the support of Vogue local authorities on Madison Ave. for the show to stop.

Be ray.smith@wsj.com to Ray A. Smith