The fashion forecasts are changing and Mulberry, the brand so synonymous with classic British indulgence, has announced a fresh change in direction. London Fashion Week will be missing one of its top fashion houses this September as Mulberry decides to replace its slot with private showings instead, following up with a move to see now, buy now come February.
When September hits, Mulberry will be showcasing its Spring/Summer 2018 collection through two different previews; one in London and another across the channel in Paris, both by appointment. By February the seasons clothes will be on sale: spring and summer ready attire available to buy for the upcoming spring and summer. See now, buy now, wear now.
Taking a back seat during show season and reverting to a direct-to-consumer business move isn’t surprising giving fashions constant evolution and it isn’t the first, nor will it be the last, brand to do so. Social media and internets heavy presence delivers an influx of fashion at the tap of a finger, and brands are having to be innovative and adapting to keep up with the demands of today’s fast paced lifestyle.
Mulberry isn’t the only brand to take part in this revolution, Burberry began the change last year and became the first brand to challenge the status quo. Christopher Bailey, the fashion house’s creative director, broke away from the norm and decided to move to see now, buy now in September 2016. The British brand produced a “seasonless” show for London Fashion Week filled with garments that were available to buy immediately after the models strutted the catwalk in them. Since this initial reinvention other brands noticed the necessity for immediate gratification, and the likes of Tommy Hilfiger, Ralph Lauren, Tom Ford and Topshop Unique have all followed suit.
This retail reinvention is only the start and before long more brands will be echoing the decision. Until then the rest of our fashion favourites will be seen adorning the catwalks with new trends from the 15th of September in England’s fashion capital. London Fashion Week may be missing a sparkle amongst its gem collection this year, but no doubt Mulberry’s new and polished return will outshine once again come February.