Burberry rewrites fashion history with its recent announcement of a new direction. Come September 2016, he brand will be moving towards seasonless collections for both menswear and womenswear that will be immediately available for purchase in-stores after the show, thus giving a whole new meaning to the phrase Ready-to-Wear. The Brit label will also be replacing its current four show calendar (2 for men and 2 for women) with just two shows where menswear and womenswear will both be shown at the same time.

Burberry Chief Creative and Chief Executive Officer Christopher Bailey said,

The changes we are making will allow us to build a closer connection between the experience that we create with our runway shows and the moment when people can physically explore the collections for themselves. Our shows have been evolving to close this gap for some time. From lifestreams, 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.

Image courtesy of Burberry