The British luxury brand Burberry is adapting its runway model to the Internet age. Soon, gone will be the days when consumers pining over the latest fashions showcased at the brand’s summer and winter shows have to wait months to make a purchase.
At its September show, Burberry fans will be able to buy products as they see them on the runway both in stores and online, BBC reports. Currently, brands take up to six months to release the lines they debut at the shows.
The move by Burberry falls in line with the democratization of the fashion industry; livestreams of shows across the world throughout Fashion Month have made the once-insular shows of accessible to people beyond magazine editors and buyers.