In the world of the 24/7, always-on consumer, is the amount of time it takes for products to move from the catwalk to the store an anachronism? Burberry, Tom Ford, and Vetements certainly seem to think so, and recently each has announced plans to overturn the traditional fashion calendar and instead combine men's and women's fashion into two seasonless annual events where consumers can purchase any item that takes their eye immediately after the show. 

To some this is revolutionary, as the division of the fashion calendar into fall/winter spring/summer is almost as old as the fashion industry itself. So can we expect to see other brands follow these companies? And, if they do, will this be a good thing for the fashion industry? 

The internet has changed fashion. Previously, traditional fashion brands would release collections two or four times a year, after previewing them months in advance on the catwalk. Consumers would see something they like displayed on the runway, remember and lust after it, and eventually buy it when it finally became available. 

Now, consumers need only look for their favourite bloggers, search their favourite apps, or visit fashion sites in order to find out what's in fashion and where to buy it, before wearing it just a few days later.  

Some have dubbed this movement “fast-fashion”, which, it is claimed, as an industry opts to release clothes continually rather than in seasons, allow for more consumer input and demand-driven design, and prioritise speed and flexibility over quality.  

Traditional fashion brands, which have not been set up to operate in this way, have responded in sundry ways; but, generally, have inclined toward the fast-fashion model in some way or another (launching their own apps, making their stores more consumer friendly and interactive, live-streaming their catwalks and shows, and, now, reconceptualising the fashion calendar). 

Thus, the reconceptualisation of the fashion calendar seems to be appropriate: seasons just aren't relevant to global companies, creating seasonal shows generates excitement far too early in the internet's world of instant gratification, and today's consumers aren't likely to remember even the products they love that long after the event.  

The move, then, is likely to be welcomed by consumers. However, fully aligning runway and retail cycles will have major repercussions for a company's production and supply chains as well as its communications strategy. Supply chains will have to become more flexible and agile, and communications strategies much more focused on the short term.  

There are various problems with the fast-fashion model – most notably concerns over sustainability and falling design standards. However, unless a brand is able to radically change consumer habits (and re-focus them on quality, long-term purchases, which some companies are attempting, with limited success), traditional fashion brands will have to accept at least some aspects of the fast-fashion industry. As such, the reconceptualisation of the fashion calendar will likely be adopted by other companies in the near future, along with other aspects of the fast-fashion model. 

What do you think? Will more fashion brands move away from the traditional calendar?

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