Seasonal shift

Seasonal shift

Shop Topshop’s new season collection straight from the catwalk with their new ‘see-now, buy-now’ concept

Hot on the heels of designer names such as Vetements, Tom Ford and Tommy Hilfiger, Topshop is the latest brand to jump on the ‘see-now buy-now’ bandwagon. As the fashion industry shifts to align their runway and retail calendars, Topshop will shake up their upcoming Fashion Week show, showcasing a September 2016 collection rather than a traditional seasonal offering.

Instead of consumers having to wait four months to get their hands on the collection they will be able to shop new styles immediately online after the Topshop Unique show which will be held on Saturday 18th September at Old Spitalfields Market. There will also be a pop-up stall open to the public where they will be able to buy key pieces after the show’s finale.

“Bringing our customers closer to the London Fashion Week experience has always been a focus for us,” explains Sheena Sauvaire, Topshop’s Global Communications and Marketing Director. “But now, more than ever, in a rapidly changing global marketplace where consumers demand immediacy, we recognise the importance of reconsidering the traditional model. We see this season’s shift as the logical conclusion in our drive to democratise fashion and something that feels like a very natural development for the brand.”

Head online on Saturday 18th September to watch the show live and shop the new collection.

  • Words: Rebecca Parker