Burberry has just revealed HUGE plans to the way it presents its current runway collections. Starting from September this year, the brand are reducing their four yearly shows to just two. In a global press release, they describe the move as "seasonless, immediate, and personal, the new format and calendar have been designed with a global audience in mind."
Sticking to just a February and September presentation, the two shows will feature both menswear and womenswear, with clothing available to purchase online immediately after the show. "Our shows have been evolving to close this gap for some time," explains Burberry chief creative and CEO Christopher Bailey. "From livestreams, to ordering straight from the runway to live social media campaigns, this is the latest step in a creative process that will continue to evolve."
It's a shrewd move for the British heritage label, who've been leaders of the pack when it comes to embracing technology. And with many designers like Vetements/Balenciaga's Demna Gvasalia criticising the dizzying pace of the fashion calendar, as well as creatives like Raf Simons and Alber Elbaz fleeing their privileged coops, perhaps it was only a matter of time before some brands put the brakes on. Additionally, the trend towards presenting male and female collections together has been recently embraced by other brands such as Prada and Gucci, so we're really left wondering one thing: who will be the next to follow suit?