The way we do fashion has long been broken.
Luxury design houses set the trends by presenting their latest collections on the runway. Those collections aren’t available to consumers for months, during which time “fast fashion” retailers have had ample time to create their own versions and get them on shelves.
On top of that, the collections are seasonally-based in a global world. Audiences from both hemispheres can see the same collection at the same time, despite the fact they’re experiencing opposite seasons.
Ever the game changer, Burberry has just made a move to change all that.
“The collections will be available to purchase in-store and online immediately following the show,” Burberry have announced.
In an announcement made yesterday, the British fashion house announced a slew of changes to the way their collections will be designed and presented.
“From September 2016, Burberry will replace its current four show calendar with two shows. Seasonless, immediate, and personal, the new format and calendar have been designed with a global audience in mind.”
“The February show and the September show will feature both womenswear and menswear collections. The collections will be available to purchase in-store and online immediately following the show in a move that significantly shortens the traditional gap between the runway show and retail availability.”
If other fashion houses are to follow the move – and reportedly Tom Ford is already making a similar change – it will present new challenges for fast fashion retailers as well as potentially changing the way fashion seasons are structured.