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
Fashion often lives in expected places. On runways, in glossy editorials. MANC’s new monogram tote collection chooses a different setting.
For its Fall/Winter 2025 collection, Alpha Industries makes a deliberate return to the starting point. This is a reset. A return to base.
For Viviano’s Spring/Summer 2026 collection, the focus is on the space between definitions.
For Fall 2025, Fear of God has released a short film created in collaboration with the filmmaker Hype Williams.
Some stories exist on the margins. They are found in the textures of what is left behind, in the narratives often excluded.
Diesel x Eastpak is a fusion of experience, made to be a reliable partner for any journey.
Some logos are a shared memory. The specific grey of a first console, the four familiar symbols, the typeface of a loading screen.
We talked to Dutch DJ Mau P before he started his DJ set for the Baddest Behaviour party at Pacha Ibiza.
The rhythm of Notting Hill Carnival is built on more than music. It is built on community, pride, and a shared heritage. This year, that rhythm had a new, powerful heartbeat: the partnership of PUMA and the… »
It’s a series dedicated to London, celebrating its iconic landscape and the energy of the people who live there.
For its Fall/Winter 2025 campaign, Casablanca turns its gaze to the rhythms of everyday life in Japan.
Shot by Dutch photographer Paul Kooiker, the campaign shows Carlsen in pieces from the new line.
This is a collaboration built on a shared belief. Both Kobe and Barça are known for one non-negotiable thing: the relentless push to be better.
Bershka’s new collaboration with Von Dutch is a direct line to the era’s most iconic streetwear, a time defined by logo mania and a specific kind of celebrity swagger.
Julian Zigerli unveiled the video for his collaboration with Tom of Finland, “TOM ALL OVER MY BODY,” directed by Steve Marais.
Levi’s® has a new global campaign called “Icons,” and it stars two genuine originals: musician Shaboozey and chef Matty Matheson.
“Free Your Feet” is presented as an invitation. It is an invitation to feel the ground again, to reconnect with our bodies, and to make choices that consider our own health and the health of the planet.
Designed to provide stability, traction, and comfort even on challenging terrain, the shoe aims to give runners confidence with every step.
Tomas Pyzynski photographed by Lucas Lei and styled by Sergio Jiménez, in exclusive for Fucking Young! Online.
Designed by Eli Russell Linnetz in Venice Beach, California, the shoe arrives as part of the brand’s fifth anniversary Fall/Winter 2025 collection.
CDLP introduces its Fall 2025 Essentials Collection, a range of elevated wardrobe basics made from innovative materials.
On the eve of the US Open, the brand is paying tribute to iNovak Djokovic by turning its famous crocodile into a goat.
Loewe unveiled its Fall/Winter 2025 campaign photographed by Arnaud Lajeunie.
GRAMMY Award-winning artist Doja Cat has returned with a new single, “Jealous Type,” alongside its music video.
Salomon and Bodega have joined forces to redefine the XT-4 OG.
For LIVE FROM EARTH and Nike, the first official collaboration is a reason to throw a party
For those seeking to build an autumn wardrobe with pieces that last, this first look provides a strong and wearable starting point.
The British newcomer makes his breakout in The Institute, the gripping adaptation of Stephen King’s thriller, where he plays Luke Ellis.
Gentle Monster takes a fearless step with its 2025 BOLD Collection. The new designs feature an iconic bridge detail, creating a distinctive look that offers unique ways to style eyewear.