Seasonal dressing has been on its way out for some time. Open-toed booties and bare legs were seen on countless FW09 runways back in February. And this Fashion Week, one fabric ubiquitous across SS10 catwalks is in fact leather, not exactly ideal for the year's hottest months. Also happening here at New York Fashion Week is a trend of designers taking their disregard for seasons one step further--that is, forgoing the traditional seasonal delivery structure in favor of selling Spring 2010 looks straight off the runway.

BCBG did it: the fashion brand began offering two separate looks from their SS10 collection up-for-grabs on their website only moments after they appeared on a catwalk at Bryant Park. Brian Reyes has followed suit. According to Women's Wear Daily, "less than an hour after Brian Reyes’ show on Tuesday morning at Mercedes-Benz Fashion Week, the designer was selling [a few] pieces from his spring collection." And, come tomorrow, Norma Kamali will join the club. In conjunction with her SS10 presentation at the Apple store in Soho tomorrow at 11a.m. the designer will offer her entire namesake line for sale via her website and an eponymous iPhone app that launches the same day.