What Burberry Going Seasonless Means for Your Wardrobe

We had heard a well-sourced rumour a while back that one of the biggest fashion houses in the business was about to launch themselves as entirely seasonless—and now we can confirm that the boundary-pushing, game-changing player is indeed Burberry. Not only that—they're combining men's and women's shows into one gigantic stonker of a presentation twice a year. And, just in case that wasn't enough change, all of the sub-brands you know (Burberry Brit, London and Prorsum) are being absorbed into one mega-line.


Burberry Prorsum S/S 16
(Image credit: Samir Hussein/Getty Images)

As a brand who has placed itself at the very forefront of fashion democratisation and tech within retail, Burberry was, of course, one of the first brands to experiment with the whole see-now, buy-now concept on the catwalk. It would appear that the system worked, and now, instead of the industry's age-old pre-Internet, six-month fashion schedule, what you'll see this September on the runway is what you'll get straight away in stores. No waiting around, no getting bored, no way you'll miss out on It items like the current Burberry backpack boom.

How best to celebrate? Head on over to Burberry and check out these nice new-in pieces. 

Hannah Almassi
Editor in Chief

Hannah Almassi is the Editor in Chief of Who What Wear UK. Hannah has been part of the the Who What Wear brand since 2015, when she was headhunted to launch the UK sister site and social channels, implement a localised content strategy and build out the editorial team. She joined following a seven-year tenure at Grazia magazine, where she led front-of-book news, fashion features and shopping specials as fashion news and features editor. With experience in both print and digital across fashion and beauty, Hannah has over 16 years in the field as a journalist, editor, content strategist and brand consultant. Hannah has interviewed industry heavyweights such as designers including Marc Jacobs and Jonathan Anderson through to arbiters of taste including Katie Grand and Anna Dello Russo. A skilled moderator and lecturer specialising in the shift to digital media and e-commerce, Hannah’s opinion and work has been sought by the likes of CNBC, BBC, The Sunday Times Style, The Times, The Telegraph and MatchesFashion.com, among many others. Hannah is often called upon for her take on trends, becoming known as a person with their finger of the pulse of what’s happening in the fashion space for stylish Brits. Hannah currently resides in Eastbourne with her photographer husband, incredibly busy son and highly Instagrammable cat.