FAST FASH­ION

CREDIT CARDS AT THE READY, BE­CAUSE THE LAT­EST TREND IN MENSWEAR IS ALL ABOUT THE NEW WAVE OF SEE-NOW, BUY-NOW RUN­WAY SHOWS.

GQ (Australia) - - THE SOURCE -

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

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