Burberry puts the kibosh on fashion’s old-fashioned formula: A real revolution or much ado about nothing?
by Yari Fiocca

Burberry SS16 Backstage by Portia Hunt
The breakthrough came last week from the checked British behemoth’s Christopher Bailey– the all-round Burberry lad- CEO and Chief Creative. All this was not supposed to be a tiptoe manoeuvre as not to wake the entire fashion reign, contrary, it was a bitch slap. Bailey’s mutiny is actually compelling the fashion system to rethink its policy and plan how to get by in today’s do-or-die critical climate- the second thing is disclosed subtly-. Burberry has announced a change to its runway and retail calendar and will show its womenswear and menswear conjointly twice a year- February and September, during London Fashion Week- and collections will be immediately available for sale. With the gender issue in an uproar these days, Burberry’s top dog combines business with a cultural (r)evolution. “The change we are making will allow us to build a closer connection between the experience we create with our runway shows and the moment when people can physically explore the collection themselves” says Bailey. Well, it sounds as a safe assumption more than a convincing one.
Money outweigh everything else- sorry, I did not find any other way to blurt out what lies beneath in my opinion!- In the last months of 2015 the brand-name has recorded the worst downward trend since 2012 with a loss of 12% and this comes as a financial expedient, mainly, not- as stated- to deliver a more genuine customer engagement- customers have already the stimulus and attention they deserve!-. Live streaming, tweets, comment-posting, hashtags are all tools that empower people- not pros in this specific case- to have an active involvement in the fashion industry. Even Tom Ford– who did decide to present his AW16 in September- is going to follow suit. “In a world that has become increasingly immediate, the current way of showing a collection four months before it is available to customers, is an antiquated idea and one that no longer makes sense. We have been living with a fashion calendar and system that is from another era” Ford himself revealed- I think we will survive- hey hey!- the four-month wait, Tom! But we appreciate the effort.
To delete two of the four runway shows means not only a sizeable saving- coordination and management of the events- but, combining it with a faster availability of the merchandise- producers immediately give the dummy to the mass market’s babies-, boosts a depressing way to envisage fashion emotionally. The Buy It Now trend- or trick?- is able to wipe out the peculiar features of fashion design: the emotional response to products, firstly. To make something accessible in a short while is like creating a product already debased, the wait gets emotions stronger. It’s a too rational fashion, shorn of its magic and incalculability but, these are the- new- rules of the game. Long live the disenchantment of the world! Who can blame it? This is capitalism after all.
FRED PERRY X NIGEL CABOURN
W.C. by Steve Marais
actual
Burberry puts the kibosh on fashion’s old-fashioned formula: A real revolution or much ado about nothing?
previous
FRED PERRY X NIGEL CABOURN
next
W.C. by Steve Marais
Rihanna’s FENTY x PUMA collaboration returns with a fresh take on football-inspired fashion.
To celebrate the release of Senua’s Saga: Hellblade II on PlayStation 5, Ninja Theory has teamed up with London’s Passarella Death Squad for a limited capsule collection.
ERL marks its fifth anniversary with a new version of its signature skate shoe, the Electric Blue Vamp.
Skepta and PUMA are back with a tight, all-black collection that strips streetwear down to its essentials.
Wood Wood enters a new chapter with its FW25 Double A campaign, the first collection under creative director Brian SS Jensen and head of design Gitte Wetter.
Leandro da Silva photographed by Emil Huseynzade and styled by Vladimir Frol de Moura, in exclusive for Fucking Young! Online.
PUMA is re-releasing its special 2003 H-Street sneakers in two Jamaica-inspired colorways, just in time for Notting Hill Carnival.
Delvinas and Antón lensed by Willy Villacorta and styled by María Hernandez, in exclusive for Fucking Young! Online.
Viegas is someone who grew up immersed in music and community, with a desire to create spaces where people feel seen and free.
Johnatan Aba and Yoni Goor captured by the lens of Italo Gaspar and styled by Marchesini Matilde & Stefani Sofia, in exclusive for Fucking Young! Online.
Stüssy keeps growing, and its newest store in Biarritz, France, is proof.
DJOOKE opens up about his journey from Portuguese small towns to Lisbon’s DJ scene, the birth of iconic LGBTQ+ party BALAGAN, and his vision for inclusive nightlife.
Nicolas Benitez at New Icon photographed by Diego Bigolin and styled by Daniel Zazueta, in exclusive for Fucking Young! Online.
Massimo Osti Studio’s latest collection, Continuative Garments, stays true to the brand’s philosophy: clothes should work effortlessly in everyday life.
For Fall/Winter 2025, Billionaire Boys Club turns its focus to Jamaican sound system culture, drawing from the raw energy of dancehall, reggae, and lovers rock.
Salomon has teamed up with JJJJound to reimagine the XT-6 in two very different ways.
The fragrance captures the fleeting bloom of the osmanthus flower, a winter surprise in Kyoto.
Borsalino’s Fall/Winter 2025 campaign, captured by Pablo di Prima and shaped by Agata Belcen’s art direction, turns hats into something more than accessories. They become extensions of the people wearing them, subtle yet full of presence.
The brand’s… »
A reimagined version of their classic Plantaris, this ultra-limited release swaps the usual for titanium, turning a familiar shape into something that feels like it’s from 2075.
With a remarkable voice that challenges the status quo, Marval Rex is redefining cultural + transgender identities through the lens of comedy, performance, and thoughtful discourse.
SAVVA at Angels Project photographed and styled by Alberto Saguar, in exclusive for Fucking Young! Online.
Rombaut’s new drop, Ground I, is the latest step in their barefoot series, a shoe that keeps getting simpler, quieter, more like a sculpture than just footwear.
Rick Owens’s first major retrospective in Paris, Temple of Love, transforms the Palais Galliera into a ritualistic sanctuary.
Alex Brendon photographed by Virginia Navarro and styled by Tomás Jaramillo, in exclusive for Fucking Young! Online.
At Selfridges’ Summer of Sound: Music Talks, Allie X and Charles Jeffrey sat down to discuss how music and fashion shape an artist’s visual identity.
Simon Bresky and Brayden Dutremble photographed by Pasquale Vino and styled by Andrea Bassi, in exclusive for Fucking Young! Online.
Somewhere between pop spellcasting and club catharsis, the line between artist and alter ego blurs into something feral, fabulous, and dangerously seductive.
As summer winds down, MR PORTER’s Pre-Fall 2025 campaign bridges the gap between sun-soaked ease and the crisp transition ahead.
From November 14 to 16, 2025, Maastricht will once again transform into a hub for fashion, art, and performance as the FASHIONCLASH Festival kicks off its 17th edition.
The Polish brand’s High Summer Drop SS25 is built for summers that linger in memory, with pieces meant to outlast the season.