CREDIT CARDS AT THE READY, BECAUSE THE LATEST TREND IN MENSWEAR IS ALL ABOUT THE NEW WAVE OF SEE-NOW, BUY-NOW RUNWAY SHOWS.
You know how these things go. A collection hits the runway, then it’s a good six months until you can get your hands on anything. But then Burberry decided to buck the trend. The British label announced an ambitious plan to move its men’s show from its usual spot on the schedule at June’s London Collections: Men, and shift the whole thing to September, to show next to its womenswear. The kicker? Burberry would forgo the wait time and allow customers to buy the entire collection immediately afterwards. Burberry was clearly on to something – Tom Ford the next to announce plans to mix things up – it’ll also be showing in September. “We spend an enormous amount of money and energy to stage an event that creates excitement too far in advance,” Ford explained at the time. “Showing the collection as it arrives in stores will fix this.” In the past, fashion shows were essentially trade events, and waiting a few months for the clothes to arrive in store was no big deal. But these days, images from runway shows are immediately everywhere, and brands figure they might as well strike while the iron’s hot. Whether other labels join Burberry and Tom Ford in tweaking the fashion calendar remains to be seen. In any case, we’ll be paying attention to the runway this September. burberry.com; tomford.com