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The high-speed dissemination of trends on TV and on the Internet also throws a monkey wrench into the timeline of fashion. “If there’s any negative effect of the shows being televised it’s that so much seasonal information is put out into the public before consumers would actually be buying it for example, summer clothes showing in September,” says Fern Mallis, of 7th on Sixth. “You have some very savvy consumers who are, like the industry, ready for the next thing. It’s causing stores to be [stocking clothes] earlier and earlier.” In the past, when a trend was shown on the catwalk in February in the collections for the following fall it might not have been seen by consumers for another three to five months. But eager shoppers who can now check out footage from the shows may clamor for the new trend long before that, creating a plum opportunity for quick knockoff artists to rake in the loot while the original designer is stuck with an already outmoded trend by the time her design hits the stores months later. That’s the irony of fashion: we want to look like everyone else, but only if they’re cooler than us. Some high-end designers have attempted to combat the damage knockoffs have done to their business with greater customization their last-ditch effort to make expensive purchases mean something again. In July 2002, Gucci introduced a line of made-to-order handbags, selling for $1,500 to $15,000, that customers could customize by color, size, leather, or monogram. In 1999, 7th on Sixth decided to move the New York Fashion Week shows up six weeks earlier than usual to get a jump on competitors in other countries. Designers claimed that the earlier opening put them ahead of fashion houses in Europe, leaving more time for production and delivery, and less chance of being accused of copying. It also meant items would turn up on the Fashion Victim’s wish list that much sooner, and the fashion schedule would be screwed up that much more.The best of street style at London Fashion Allnewhairstyles

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