Topshop Reveals Changes For Next Show

Topshop´s forthcoming spring/summer 2017 show will adopt the see-now, buy-now model, the brand revealed this morning as it announced its new Runway-to-Retail initiative.

Customers will be able to purchase selected pieces from the Topshop Unique collection online and in certain stores immediately after the show on September 18 which, this year, is heading east. Taking place in the London landmark Old Spitalfields Market, the brand will also host a pop-up stall – in keeping with the spirit of this season's venue – open to the public where the collection will be available to buy following the show’s finale.

“The starting point for the Unique collection is always the celebration of British style and its rich heritagem so we feel Spitalfields provides the perfect backdrop to showcase our new collection,” creative director Kate Phelan said of the change. “With a history steeped in over 350 years of selling to the general public, we also feel it’s a fitting venue in which to debut our Runway-to-Retail concept.”

The label joins the likes of Burberry, Tommy Hilfiger and Tom Ford, which have also announced plans to shift to the see-now, buy-now model.