When it comes to breaking ground in the fashion sphere, Burberry has always been at the forefront.
Today, the British brand has announced a huge shake-up in the way it will design, present and sell its collections from September onwards – and it could change the face of fashion.
“The changes we are making will allow us to build a closer connection between the experience that we create with our runway shows and the moment when people can physically explore the collections for themselves," says CEO and CCO Christopher Bailey. "Our shows have been evolving to close this gap for some time. From livestreams, to ordering straight from the runway to live social media campaigns, this is the latest step in a creative process that will continue to evolve.”
So what’s the deal and what does it mean for you, the consumer? We break it down…
No more menswear/womenswear divide
Until now, Burberry has followed the traditional luxury fashion house strategy of showing four catwalk collections per year – an autumn/winter and spring/summer collection for womenswear, and the same for menswear. But from September, menswear and womenswear will be combined into just two annual collections.
No more seasons
These two shows will no longer be restricted by the conventional spring/summer and autumn/winter labels. Instead they will be ‘seasonless’ and called simply ‘February’ and ‘September’, in reference to the months they will be presented as part of London Fashion Week. They will feature styles suitable for all seasons as they will be aimed at the global customer.
No more waiting
You’ll no longer have to wait six months to get your hands on the clothes you see on the catwalk either. Everything you see will be available immediately afterwards. Similarly, the corresponding campaigns will be unveiled straight after the shows.