This upcoming fashion month is going to feature a slew of see-now-buy-now runway shows, with everyone from Tommy Hilfiger to Burberry getting on board with the new retail trend.
The latest brand to announce plans to experiment with the concept is Topshop Unique, Topshop's higher-end runway collection. On Wednesday, the brand said select pieces from a September 2016 collection will be available to shop immediately following its runway show during Londonderry Fashion Week.
Items will be available at the show venue, Old Spitalfields market, select Topshop stores and online. The remainder of the collection will land in stores and online on Nov. 11.
"The starting point for the Unique collection is always the celebration of British style and its rich heritage, so we feel Spitalfields provides the perfect backdrop to showcase our new collection," Topshop creative director Kate Phelan in a statement.
"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," she added.
Back in February, Burberry announced its plans to host its first consumer-facing runway show, and earlier this month, the brand has revealed more details about the upcoming show.
The fall/winter 2016 show, which will take place during London Fashion Week on Sept. 19 at 7:30 p.m. local time at Makers House, will feature menswear and womenswear together, and the collections are inspired by the classic Virginia Woolf novel "Orlando."
Earlier this month, Tommy Hilfiger shared plans for his runway show for his Tommy x Gigi capsule collection, a collaboration with 21-year-old model Gigi Hadid.
Hilfiger announced on Monday his plans to turn South Street Seaport's Pier 16 into Tommy Pier, where he will host a runway show for consumers and industry members at 7 p.m. on Sept. 9, WWD reported. Tommy Pier will feature iconic fair rides - including a 40-foot Ferris wheel - and games, as well as classic fairground foods like hot dogs, burgers, cotton candy, doughnuts and French fries.
During the show, Hilfiger will also host a shoppable live-stream on his website, Tommy.com.