Skip Nav
The Royals
13 Duchess of Cambridge Looks That Will Remind You of a Very Specific Disney Princess
Summer Fashion
Jennifer Aniston Knew These Were the Shoes of Summer, So She Bought 'Em in 2 Colours
Fashion Instagrams
A No-Sew Guide to Making Your Clothes Fit Better
British Celebrities
29 Times Brit Girls Ruled With Their Glastonbury Style

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
Blonde Bob and Lob Hairstyle Inspiration
Bill Cunningham, Famed Street Fashion Photographer, Dies At 87
Kendall Jenner Is Unrecognizable In Marc Jacobs' New Ad Campaign
Princess Beatrice Just Upstaged Everyone At The Queen's Birthday Service
Nostalgic Perfume and EDT You Can Still Buy
Designer Sends Models With Acne Down Runway
Gucci Cruise Show 2017
Jennifer Aniston's Burberry Wedges in New York June 2016
Marc Jacobs Resort 2017 Show
Public Works of Art to Visit in Your Lifetime

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