“There’s just something that innately feels wrong when we’re talking about creating a moment in fashion: you do the show in September and it feels really right for that moment, but then you have to wait for five or six months until it’s in the store… You’re creating all this energy around something, and then you close the doors and say, ‘Forget about it now because it won’t be in the stores for five or six months’.”
The move will also see the brand combine both its men’s and women’s shows together at London Fashion Week, and call the collections for the month they appear and not “spring/summer” or “autumn/winter”. Digital and print ads will also launch instantly.
Bailey added: “It often felt slightly superficial to be talking about an autumn/winter collection, when it’s 90 degrees in a third of the shops we’re selling it in. We are a global company and the world is not one weather pattern.”