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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.

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