Skip Nav
Designer Collaborations
This Style Star Will Turn You Into a Beach Babe This Summer
Shop
These Beach Cover-Ups Are So Good You Won't Want to Take Them Off
Collections
H&M's Next Collaboration Is Here — and It's Going to Be Wild
Lookbooks
Mango Debuts a Lineup of Muslim-Friendly Fashion in Time For Ramadan

Burberry Runway Shows Direct-to-Consumer

Does This News Signal the Beginning of the End For Fashion Week as We Know It?

Celebrities do it, bloggers do it, and now you can do it too: shopping items straight off the catwalk is about to become a reality. Rather than showing its collections a season in advance (i.e. Autumn's clothing is seen in Spring, Spring's clothing is seen in Autumn), Burberry and Tom Ford have both opted to close that gap once and for all. Beginning with September's shows, the lines will be direct-to-consumer, meaning a person will be able to spot something they like on the catwalk and immediately purchase and wear it. Burberry also announced that, to make this all possible, it will only have two shows a year, rather than its current four (womenswear and menswear).

Overall, this is a move that many in the industry have anticipated, thanks to the rise of fast fashion and the growing demand for immediacy. Burberry has been trialling the "shop the runway" concept over the last few seasons, so this was the logical next step. But it's still a major change for Fashion Week, not to mention the retail world. The only question we have now is what other labels and fashion houses will follow? We'll just have to wait and see.

Around The Web
Join The Conversation
The Secret Trick Kanye West Uses To Keep His White Sneakers Clean
Prelude to Pitti: Five Upcoming Surprises at Pitti Uomo 90
6 Summer Styles for 2016
Chanel Resort 2017
Rose Byrne Valentino Dress X-Men Apocalypse Screening 2016
Affordable Beach Cover-Ups
Royals Wearing Designer Outfits
Nail Trends Spring 2016 | New York Fashion Week
H&M x Kenzo Collaboration 2016
Olivia Palermo Valentino Dress in Rome May 2016

POPSUGAR, the #1 independent media and technology company for women. Where more than 75 million women go for original, inspirational content that feeds their passions and interests.

From Our Partners
Latest Fashion
X