With Burberry pioneering the “See Now, Buy Now” concept in luxury fashion, many other brands have also followed suit this fashion week. Traditionally, this would be the part of the fashion calendar where brands would show their Spring/Summer 2017 collection — at London Fashion Week, Burberry showed its September collection instead.
At Burberry, the September collection was highly inspired by the 1982 Virginia Woolf novel, Orlando: A Biography. The 82 looks in the collection — which were a combination of both men’s and women’s lines — take you through a journey combining old statement English elements such as puff sleeves and ruffles with modern sharp tailoring. Guests present at their flagship store at London’s Regent Street were treated to the unveiling of the entire collection once the show ended. VIP customers were trying on pieces and swiping credit cards almost immediately.
Another ‘See Now, Buy Now’ contender at London Fashion Week was Topshop Unique. The brand showcased their collection — which featured designs that melded ’50s and ’80s influences — at their new show space in East London’s Old Spitalfields Market. Guests were invited to their popup shop straight after the show, and a curated range of pieces are also available online to shop now until the brand releases the complete collection in the coming months.
Seeing so many brands move into a ‘See now, Buy now’ concept, as a fashion stylist, the first question that pops into my mind is, “What does it really mean for myself, the media and the people I’m dressing — the consumer?
For magazines, where traditional print media takes an average of two months to complete an issue before hitting the newsstands, there are many considerations. How will media platforms get the privilege of shooting pieces in advance before it arrives in stores? Even if we were to include the latest collections — which are already on sale — to a feature, will it be sold out by the time the magazines are published?
For designers, this means that they’d be expected to churn out ideas at rapid speed to meet demands. Would this then affect the quality of designs?
On the other hand, this change is exciting for shoppers. We can all add new pieces into our wardrobes without having to wait six months. Rightly so, since the fast-paced digital world has created an era where it’s more about the immediacy of how one can incorporate the latest looks into one’s daily personal style.
Whether or not this will be the next big evolution in fashion remains to be seen. If sales of September/February collections prove to bring brands an increase in revenue, I’m sure other labels will soon adopt a “month”-labeled collection to keep up. Only time will tell.
For more on Fashion, head here. Or check out You Don’t Need To Show Any Skin To Rock FW16’s Sexiest Trend or Watch Gucci’s Last Women’s SS17 Show Here.