On our minds: More brands are breaking up with the traditional show system
Burberry, Vetements and Tom Ford are next to break the conventional fashion show system.
Following Armani’s decision to reject the traditional fashion show schedule and make his “New Normal” collection available in store instantly after its presentation to press (which we covered here), we are now seeing other designers increasingly heading in the same direction. The problematic six-month gap between the runway shows and retail deliveries and consumers’ desire for buying into the runway looks instantly are why brands like Tom Ford, Vetements and Burberry have decided to hold their presentations closer to the time of the relevant season. In this way, the brands also hope to deal with the issue of bigger chains copying their runway looks. They’re further merging men’s and women’s collections, and even making them ‘seasonless’ (Burberry). Are these brands getting the seasons back in order or making luxury fast fashion instant? Read more here.
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