From September 2016, Burberry will sell fashion collections in-store and online immediately after the catwalk show, eliminating the traditional gap between the runway show and retail availability dramatically. Store windows and POS material will be ready to display the new collections shortly after their public display. Besides, the British luxury brand will replace its current four runway show calendar with two shows, combining both womenswear and menswear collections.

“Our shows have been evolving to close this gap for some time. From livestreams, 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,” said Burberry’s CEO Christopher Bailey.

The collections will feature a ‘seasonless’ mix of styles, as started already with the former merge of the Brit, London and Prorsum lines into one Burberry label this season.