Topshop Unique has joined big name labels like Burberry, Tommy Hilfiger and Rebecca Minkoff with a ‘see now, buy now’ SS17 collection.
You’ve probably heard of the ‘see now, buy now’ concept — it means, quite literally that; you can buy a collection or pieces immediately after the show. In the past, it was the norm to wait months until it hit stores.
The introduction of fast fashion to high end brands was a game-changer and, after an experimental start, we’re seeing it more and more.
Burberry was one of the first brands to trial it, then last season Tommy Hilfiger and now Tom Ford and Ralph Lauren.
Read: LFW SS17 - All The Trends You Need To Know
Topshop is one of the only brands to trial runway to retail on the London schedule, and also to put everything into production rather than a capsule collection. Of the 32 pieces, 60% was shoppable immediately while the rest is SS17 and will drop in November.
Managing director Mary Homer says: '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 recognise the importance of disrupting the traditional model.'
There are a few questions surrounding this, including; how will they chose which pieces are shoppable immediately? In the past, it’s been media reaction and buyers who dictate what goes into production but now it will be the brands’ decision.
Here are the pieces from the fifties-meets-eighties collection we’ll be shopping right now…
Highsmith Jacket by Unique, £595, Topshop
Wallace Slip Dress by Unique, £175, Topshop
Chesterton Coat by Unique, £995, Topshop
Constance Dress by Unique, £395, Topshop
Milton Coat by Unique, £395, Topshop
Which pieces will you be shopping? Let us know...