Burberry is eliminating the wait between when collections leave the runway and hit the retail stores.
The British fashion brand is changing their game by unifying their men’s and women’s collections into two shows twice a year.
The decision to cut back on the number of runway shows will change the content of the collections slightly. Burberry will no longer be designing clothes for Spring/Summer and Fall/Winter. Instead, the company will produce collections with “seasonless” pieces, according to Pret-a-Reporter.
Christopher Bailey, Chief Creative and chief executive officer of Burberry, told Business of Fashion the full collections will be accessible in-store and online immediately following the runway shows. “The objective is we will have the show at 2 o’clock on Tuesday afternoon, and by the time the show’s finished, we will have set up our retail stores to reflect the show.”