Burberry’s New Season Shakeup: See-Now-Buy-Now Shopping and an Androgynous Collection
If you haven’t already heard, there are going to be major changes to our fashion calendars this season, and no one is shaking things up quite like Burberry.
The British designer, along with Bottega Veneta and Versace, is ditching the old fashion-show format with separate men’s and women’s wear collections.
The new formula will combine the collections. The concept was tested back in February at London Fashion Week AW16, but the female models far outweighed the males. It will be exciting to see if there are more male models in the upcoming shows.
The most exciting change at Burberry’s is that the luxury label is showcasing a new “See now, buy now” model. What does that mean? For those who can afford it, the designer collection will be available to order as soon as the models leave the catwalk.
In the past, we’ve had to wait months before next season’s items hit the stores, but now you can shop for the latest must-haves in real time, when the show takes place on Sept. 19.
Burberry has even given us a glimpse of what we can expect to come down the runway. The latest campaign shots, snapped by Mario Testino, are filled with ornate pieces, inspired by Virginia Woolf’s Orlando (a novel about a man who one day wakes up as a woman).
Many fashion brands are in the process of adopting the new “See now, buy now” format, in an attempt to bring luxury fashion up to speed with modern society (and avoid knock-offs before the lines are available).
Tommy Hilfiger has revealed that it will make the move to instant buying in Spring 2017. Meanwhile, Prada and Alexander Wang are slowly making some accessories ready for order hot off the runway.
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