Last night, Burberry held their first direct to consumer show at Makers House in Soho. What would have usually been the SS17 show was renamed ‘The September Collection’ and comprised of seasonless womenswear and menswear made available to buy in stores globally and online immediately after the show.

Inspired by Virginia Woolf’s feminist classic, Orlando, the collection borrowed tudor ruffs, jacquard textiles and opulent cavalry jackets. The novel tells the story of a poet in the Tudor era who changes sex from man to woman and lives for centuries. Burberry interpreted the gender narrative with androgynous casting and by melding traditionally masculine and feminine styles, palettes and textures.

As the last model dressed in pink tulle turned to exit the runway to the climactic finale of the live orchestra, Burberry’s new advertising campaign, shot by Mario Testino, appeared in digital and print media worldwide and all store windows were changed to display the new collection. The show space will also be open to the general public, where the new collection will be on display as part of a week long programme of events. The new consumer facing approach was first revealed in February and with other major design houses following lead in New York this season, Burberry has redefined the runway show and restructured its fashion cycle by cutting the six month gap between shows and sales.

Makers House will be open to visitors from 21st–27th September, where the new runway collection can be seen in its entirety and will run a daily programme of activities at the venue.