NEW YORK and LONDON, Sept. 12, 2011 /PRNewswire via COMTEX/ — Fashion discovery website, lyst.com, introduces Runway Tracking. Launching this September with New York Fashion Week and major designers including Proenza Schouler, Rodarte, Isabel Marant and Oscar de la Renta, Runway Tracking allows users to track their favorite looks straight from the runway and get notified as soon as they’re available to buy from any store worldwide.

Immediately after each runway show, the images from that collection are shown on Lyst. Users are then able to track items from the runway looks by simply pressing a button next to the items in the look. Whenever a tracked item becomes available to buy from any of its hundreds of partners worldwide, Lyst instantly notifies everyone who is tracking it.

“Runway shows are increasingly becoming consumer-facing events,” says Lyst founder and CEO, Chris Morton. “If a consumer is inspired by a look from the runway, they should be able to act upon that desire immediately, instead of waiting months for items to come in stock. Runway Tracking allows consumers to save that desire at the point of inspiration, making their lives easier while saving designers considerable lost sales”.