Back in February 2016, British luxury house Burberry announced that it would be moving away from the traditional fashion show format, where clothes are shown on a runway 6-12 months before they hit retailers, in favor of a “see-now-buy-now” model. That means as soon as Burberry’s show finishes, a portion of the clothes shown immediately go onto the house’s webshop, with the rest made available for preorder.
The model is risky — it means that brands need to predict demand way in advance — but it should, in theory, align with modern-day habits where consumers expect instant gratification.
That means some pieces of Burberry’s SS18 show — which took place at London Fashion Week on Saturday, when everyone else was showing FW18 — are available to buy right now.
For SS18, the iconic house looked back in time to its history as a working class status symbol, reviving many of the checked pieces which were all the rage with bootleggers back in the day. There’s also a hefty dose of sweaters branded “Burberrys,” as many of the house’s licensed pieces were labelled in the ’90s.
Shop the highlights from Burberry SS18 below, and if none of the below pieces are persuading you, the rest of the collection is available for pre-order too.
- Main & Featured Image: Farfetch