Witchery is set to capitalise on the booming 'shop the runway' trend.
The retailer will showcase its spring/summer 2016 collection tomorrow at Sydney's Carriageworks precinct.
Celebrities and fashion media will preview the range ahead of its official launch in stores and online on July 21.
This is the first time the event will showcase the new season collection, traditionally having been held after its retail launch.
In a season of firsts, Witchery will also introduce 'Runway Now' as part of the show’s product line-up.
The limited edition, 13-piece womenswear capsule collection will be available to purchase direct from the runway.
The five fast-tracked outfits in the Runway Now collection will be available online at witchery.com.au immediately at the time of the show.
The capsule will also be available in select Witchery stores the following day.
Witchery MD Linda Levy said the previously enclosed event, open to celebrities and media, now opens the door to connect with customers.
"Thanks to the digital world we live in, the Witchery woman sees our runway show through our live social media coverage, social media posts by celebrities, media and style influencers in attendance and follow-up content in Witchery Report - Witchery’s weekly online magazine.
“We are excited to capture this moment of inspiration and satisfy her desires to own the clothing as it hits the runway."
The collection slips into neutral with a colour palette of sun-bleached desert tones, blush pink and borrowed-from-the-boudoir separates.
It includes essentials such as a trench, a sharply tailored blazer in white, a safari short, draped wide-leg pant, cropped knit, scalloped-hem shorts and lace-trimmed pieces.
The collection ranges from $99.95 to $269.95 and is in limited quantities.