Topshop’s forthcoming spring/summer 2017 collection will be available to buy straight off the London Fashion Week runway.
The fashion brand has announced it will be implementing a new Runway-to-Retail initiative, which means a “carefully selected” edit of Topshop Unique pieces will be available to buy immediately after the show.
Mary Homer, Managing Director, Topshop, said: “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.”
Burberry, Tommy Hilfiger and Tom Ford have also announced plans to make their collections available to buy immediately after their runway shows.
Topshop Unique’s London Fashion Week show will take place at 2pm on Sunday 18 September in Old Spitalfields market.
Pieces from the collection will be available on Topshop.com, in selected stores across the world and at a Topshop Unique pop-up ‘market stall’ in Old Spitalfields market.
The remaining pieces from the collection will launch on 11 November 2016.