Burberry to Adopt the Drop Model Under Riccardo Tisci

The newly named chief creative officer is already making big changes to the British heritage brand.
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Photo: Jack Taylor/Getty Images

Photo: Jack Taylor/Getty Images

When Burberry hired Riccardo Tisci to replace Christopher Bailey and take over as chief creative officer back in March, they were surely banking on the beloved designer bringing big changes to the heritage brand. While he won't present his full vision for the label until his first Burberry show in September, he's already making waves within the house. 

According to WWD's Samantha Conti, under Tisci's direction, Burberry will adopt the trendy drop model at retail, starting with a limited-edition capsule collection tied to his runway debut. Many of Tisci's peers have already shifted towards the monthly drop schedule — what was once called a "delivery" — including, most recently, Alexander Wang, who decided to shake things up by abandoning the traditional New York Fashion Week calendar altogether in order to better realign his deliveries. 

At the moment, it doesn't seem like Burberry will shift from the "see now, buy now" schedule it pioneered a few years ago. Instead, the brand will be refreshing its product more frequently rather than putting the entire runway collection for sale immediately following the show. Burberry will also be collaborating more outside of the brand; after the release of a buzzy capsule with Gosha Rubichinsky, Tisci announced on Instagram that the brand was working with British fashion icon Vivienne Westwood on a collection which will drop in December.

We've reached out to Burberry for more information and will update this post as it becomes available.

UPDATE, Tues. July 10, 9:30 a.m.: Burberry has confirmed to Fashionista that pieces from Tisci's debut "will be available in a series of instant drops from September" and promises that more details will be made available ahead of Burberry's show, happening Sept. 17 at 5 p.m. The changes mark "the beginning of a new way of conversing with our customers across product, communication and experience," per the brand.

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