- From September, clothes featured in Burberry’s runway shows will be available to buy immediately, in store and online
- Traditionally clothes are showcased for the following season so are not on sale until four months after the show
- Burberry will also scale down from four to two catwalk shows per year
Burberry is to ditch its traditional seasonal catwalk collection and from September will show clothes available to buy immediately.
Traditionally, clothes are showcased for the following season and shoppers have to wait four months for items to go on sale.
Burberry said its new runway format was “season-less, immediate, and personal” and that it was designed with a global audience in mind. It is thought that Burberry’s move could herald a major shake-up of runway shows.
Burberry chief executive Christopher Bailey said: “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.
“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.”
Burberry will also scale down from four to two catwalk shows per year and will combine its menswear and womenswear collections.