Following the trend of other designer labels like Burberry and Tom Ford, Ralph Lauren allowed customers to immediately buy items that were presented at the brand’s Fall 2016 show.

Taking place in front of Ralph Lauren’s Madison Avenue location on Wednesday in Manhattan, runway models presented looks that were immediately available for purchase in-store and online.

Hoping to catch millennial shopper’s eyeballs, Lauren streamed the show live on Facebook, as well global social media platforms including Youku, Line and Kakao in an effort to attract Asian consumers.

“Today, for the first time ever, I am proud to share with you my new women’s collection right off the runway and into your lives,” said Ralph Lauren. “For me, this is the ultimate expression of luxury—offering you every look, every accessory, every handmade detail immediately in my flagship stores around the world and online.”

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