Photo: Getty

Following in the footsteps of Burberry and Tommy Hilfiger, Topshop has announced plans to make its new collections available directly after the show has taken place. Entitled the “runway-to-retail” format, consumers will be able to buy a carefully selected edit of what has just been shown immediately online and in store.

“Bringing our customers closer to the London Fashion Week experience has always been a focus for us, but now, more than ever, in a rapidly changing global marketplace where consumers demand immediacy, we recognize the importance of disrupting the traditional model,” Mary Homer, Topshop’s managing director said following the announcement.

Topshop Fall 2016 show. Photo: Getty

Sheena Sauvaire, global communications and marketing directer added that this shift was a “logical conclusion” and a “natural evolution” for the brand.

The Topshop spring/summer 2017 show will take place on Sunday September 18th at Old Spitalfields Market.

Topshop Spring 2016 show. Photo: Getty

From: Harper’s BAZAAR US