Cheap Monday opens digital "Sneak Peek Shop"

Last Friday Swedish fashion label Cheap Monday opened a digital "Sneak Peak Shop" on its website which enables shoppers to buy items from its Spring-Summer 2013 collection before the actual fashion show debuting the collection takes place on Tuesday 28th August.

This approach is a novelty in the fashion world, reversing the natural order of things. "Fashion moves faster and faster," says Cheap Monday's Creative Design Director Anne-Sofie Back. "It's interesting to see how designers and companies like Cheap Monday are adapting to the increasing new demand. Will we buy physical garments like we do today or will we download programs from say Cheap Monday and print out on our own 3D-printers at home? We live in interesting times. I think offering some of our favourite pieces even before the show is a step on the way to this more than like scenario."

Cheap Monday is currently available in about 1800 stores in over 35 countries and is owned by Swedish fast fashion retailer H&M.