Designers are beginning to reconsider their approach to the traditional concept of seasonal fashion. To date, the general public has only been able to buy collections six months after they premiered on the runway. But that’s no longer the case.
Today, Burberry announced its plans to show seasonless men’s and women’s wear collections together on the runway twice per year. But that’s not all. All of the clothes featured in the brand’s runway shows will be available for purchase immediately, both in store and online. Right on the heels of Burberry’s big announcement, Tom Ford indicated plans to follow suit with a see-now/buy-now consumer schedule, as well as plans to push its fall/winter 2016 presentation until September.
“We have been living with a fashion calendar and system that is from another era,” Ford said in a press statement. “Our customers today want a collection that is immediately available. We spend an enormous amount of money and energy to stage an event that creates excitement too far in advance of when the collection is available to the consumer.”
Could this be the start to a major reconfiguration of the fashion system? We’ll have to stay tuned.