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In the midst of all the chatter about the changing nature of fashion week and the hype surrounding the direct-to-consumer model, one major fashion house is actually pulling the trigger.
Burberry announced Friday morning that they are scrapping the idea of seasons altogether. Instead, the British label will show two “seasonless” collections annually during London Fashion Week, beginning in September. They also announced that menswear will be shown alongside the womenswear during the LFW presentations, rather than during London Collections: Men.
Burberry noted in a statement, however, that they are working with London Collections: Men, “to create new ways of playing a significant part in these key moments in the men’s fashion calendar.”
Additionally, these biannual collections will be immediately shoppable both in stores and online following the presentations, meaning that consumers won’t face the typical six-month wait before the pieces pop up in retailers. Said CEO and chief creative Christopher Bailey in a release, “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.”
Bailey added, “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.”
Indeed, Burberry has been carving out a new identity recently, tapping into social media platforms like Snapchat and recruiting millennial influencers like Brooklyn Beckham to engage a younger audience. Additionally, the label recently streamlined by merging its Brit, London and Prorsum lines under one cohesive Burberry umbrella.
While smaller designer labels, including Misha Nonoo, Rebecca Minkoff and Thakoon have announced similar changes in their presentation structures, which emphasize getting product into the consumer’s hands as soon as possible, Burberry marks the first large scale fashion house to take the plunge into a non traditional model.
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