london fashion week

Watch Burberry’s First See-Now, Buy-Now Collection Live

Photo: Burberry

After a New York Fashion Week dominated by the see-now, buy-now craze, Burberry’s debut of its first entirely straight-to-consumer collection is shaping up to be an event to remember.

Last winter was a season of change for the company. It announced it would be consolidating its multi-level lines into a single brand and introduce a see-now, buy-now model, offering a limited selection from its spring 2016 collection for immediate purchase. This time around, Burberry will shake things up by showing both its full womenswear and menswear collections on the same runway, in new London venue the Makers House.

Further diverging from last season, following the brand’s mantra of “seasonless, immediate, and personal,” Burberry will also put up the entire range of the 83 men’s and women’s looks presented later today. That’s a total of 250 pieces up for sale right after the show.

In true millennial fashion, the show — scheduled to start today at 2:30 p.m. EST (7:30 p.m. BST) — will integrate a number of digital apps to make the new September collection more accessible than ever. It’ll be available for streaming across multiple platforms including Facebook Live and YouTube. The brand will also offer up a new style, the Bridle bag, as an exclusive in-app purchase through mobile app WeChat.

Scroll below for a sneak peek of the new collection, and tune in later today at 2:30 p.m. EST to livestream the show.

Photo: Burberry
One of the brand’s newest styles, “The Bridle bag”. Photo: Burberry
Watch Burberry’s First Direct-to-Stores Collection Live