Topshop Unique has come up with an unconventional idea for its show at the upcoming London Fashion Week. This time, people can buy from the brand’s latest spring/summer collection simply off the runway at London Fashion Week.
The most loved brand that it is, Topshop will showcase selected pieces from the collection that will make to the ramp. The remaining pieces will be up for sale from November 11.
“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”, said Topshop’s Managing Director Mary Homer.
With this, Topshop joins the brands like Burberry and Tommy Hilfiger in the growing see-now-buy-now trend.