Amongst the first to announce a move towards see-now-buy-now, Burberry will finally get to test the waters of its trailblazing decision with its first straight-to-shopper show at London Fashion Week. Doing away with seasons, the presentation slated for SS17 is now marked as "September" — making it more about immediacy than the climatic calendar. Quintessentially British, the show borrows artisanal elements à la 20th century tastemaker Nancy Lancaster's interior designs and Virginia Woolf's Orlando

“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," says Burberry chief creative and chief executive officer Christopher Bailey. "Our shows have been evolving to close this gap for some time. From live-streaming, 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." 

The collection will be immediately available for purchase globally both in stores and online.