Burberry is having a style renaissance. Although the brand just debuted its spring-summer 2017 collection a few hours ago, at London Fashion Week, the clothes are already available online (and on the racks) at Barneys New York.
That's right: the wait between runway shows and buying new collections in stores is over. That's the main idea behind Burberry's "direct from the runway" concept. Partnering with Barneys, the British brand is selling a selection of pieces as they're seen on the runway, doing away with the traditional fashion retail model.
The brand's first straight-to-customer collection is inspired by Virgina Wolf's novel Orlando, featuring romantic, edgy, and more gender-neutral looks. Will Burberry's decision herald an industry-wide trend? Other designers, such as Tom Ford, have already adopted a similar strategy.
While you ponder on this, watch Burberry's full Fashion Week presentation, below: