In a bid to focus on a more direct consumer experience, British heritage brand Mulberry has announced it will no longer be holding its London Fashion Week runway show. Instead, creative director Johnny Coca explains the brand will be displaying its spring/summer 2018 collection in private appointments with buyers and press, according to Fashionista.

"Mulberry has always been focused on offering a real and accessible lifestyle," explained CEO Thierry Andretta. "The shift announced today enables us to continue to drive engagement and increase our relevance to our customers. Our strong omni-channel, retail-led business ensures we are well placed to align our collection launches globally and support growing consumer demand for immediacy," the brand announced.

Mulberry's been hit with multiple changes over recent years, as it strives to keep the business afloat. These include changing its leadership, tapping new models (hey, Cara) to sell the brand and shifting its creative direction. But this is still a shock to the fashion industry. At least the brand has seen a slight spike in revenue since Coca came on board... so maybe this is the beginning of a new chapter for Mulberry? 

Mulberry’s dramatic new move changes everything