Celebrities do it, bloggers do it, and now you can do it too: shopping items straight off the runway is about to become a reality. Rather than showing its collections a season in advance (i.e. Fall's clothing is seen in Spring, Spring's clothing is seen in Fall), Burberry and Tom Ford have both opted to close that gap once and for all. Beginning with September's shows, the lines will be direct-to-consumer, meaning a person will be able to spot something they like on the catwalk and then — BAM — purchase and wear it ASAP. Burberry also announced that, to make this all possible, it will only have two shows a year, rather than its current four.
Overall, this is a move that many in the industry have anticipated, thanks to the rise of fast fashion and the growing demand for immediacy. But it's still a major change for Fashion Week, not to mention the retail world. The only question we have now is what other labels and fashion houses will follow? We'll just have to wait and see.
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