Topshop Unique's Fall Collection Will Be Immediately Shoppable At London Fashion Week
See-now, buy-now is officially the hottest trend of the season.
Impatient shoppers rejoice! Topshop's fall collection, which will be presented at London Fashion Week on Sept. 18, will be immediately shoppable following the runway show.
The see-now, buy-now concept, which Topshop is calling their Runway-to-Retail initiative, allows customers worldwide to purchase a "carefully selected edit" — including tailored separates and the finale dress — on Topshop.com and at select Topshop stores (including L.A.'s The Grove location) and retailers. The rest of the pieces from the collection will be available on Nov. 11.
This season's runway show will take place at the Old Spitalfields market in London, where Topshop will also host a Sunday pop-up "market stall," post-show, where customers can pick-up their favorites from the collection. In addition to Topshop's stall, Spitalfields will also host a number of pop-ups from both "established and new design talent," which were selected from Appear Here, a digital service which connects brands with pop-up retail spaces.
Topshop is one of a number of brands — Tommy Hilfiger, Rebecca Minkoff and Burberry included — showing immediately shoppable, in-season collections this September.