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2 Best See Now, Buy Now Shows from London Fashion Week

Thanks to the “see now, buy now” concept, these autumn/winter looks from London Fashion Week can be yours right away.

Five days of shows wrapped up in London, the city mostly known for its eclectic and eccentric fashion. And like usual, the buyers noted down all the major spring/summer 2018 trends some of the world’s best designers have decided on. However, we live in a time of immediacy and some labels have scrapped the traditional fashion show template in favour of the "see now, buy now" movement. In short, they want to meet our need for instant gratification by presenting the current season’s collections and making them immediately shoppable.

Read on to get a lowdown of the Tommy Hilfiger and Burberry autumn 2017 collections that are already available to buy on their websites. 

Tommy Hilfiger 

Lucky Blue Smith, Hailey Baldwin, Sara Sampaio, Tommy Hilfiger, Gigi Hadid and Anwar Hadid backstage

American designer Tommy Hilfiger proved he could captivate audiences just as easily across the pond when he presented his latest autumn 2017 womenswear and menswear pieces, as well as Gigi Hadid's new collaborative capsule collection. His #TommyNow runway had a “Rock Circus” theme inspired by the Rolling Stones and the Beatles. It was aptly held at the Roundhouse in Chalk Farm, where legendary bands like The Doors and Pink Floyd have played. 

Joan Smalls on the catwalk

To help him blend fashion and music in a dramatic way, there was a posse of headline-making models, starting with Gigi Hadid, who has been involved in three Tommy x Gigi collaborations. For the first time, she appeared with her sister Bella and little brother, Anwar, providing a rare photo op. Georgia May and Lizzie Jagger, Mick Jagger’s daughters, provided another notable sibling moment and helped underscore the show’s theme. American pop duo The Chainsmokers, Hannah Ferguson and Theresa Hayes also made the lineup special.

 Gigi Hadid on the catwalk

Hilfiger described the collection as “rock-sport-street infused with military and workwear,” saying it mostly resembles today’s street style. Cutoff denim, ultra-high black ribbed tights and socks, leather shorts, slip dresses and 90s streetwear, including lumberjack shirts, plaid trousers and big hoodies, were showcased on the runway. There was quite a lot of sparkle too, with sequins featuring on T-shirts and fluffy knitwear. Denim jackets were also adorned with perceptible crystals, while other outerwear included bomber jackets, leather coats with cosy shearling collars and huge 90s style puffer jackets and buckled ankle booties.

Georgia May Jagger on the catwalk

Model on the catwalk

Models on the catwalk


Adwoa Aboah on the catwalk

British powerhouse Burberry staged one of the most popular shows as it presented its autumn 2017 collection, simple called "September 2017." Supermodels Kate Moss, Naomi Campbell, Cara Delevingne and Jourdan Dunn sat in the front row, alongside “British Vogue” Editor-in-Chief Edward Enninful and British grime artists Skepta and Stormzy. What’s more, on the runway models of the moment like Adwoa Aboah and Kaia Gerber, who was accompanied by her brother Presley, were also spotted storming the runway. 

Model on the catwalk

The brand, which is guided by President and Chief Creative Officer Christopher Bailey, has switched up a bit in the last few years by introducing the see-now-buy-now strategy, presenting just two runways a year with the latest menswear and womenswear and opting for a more intimate and cosy type of show. This time the venue was Old Sessions House, an 18th century former courthouse in Clerkenwell.

Model on the catwalk

This season, the classic beige, red, black and white Burberry check is undoubtedly back in full force. The check, which got a bad reputation about 15 years ago when the “wrong” type of people were seen in it, has made a major comeback. Models appeared with teaming check trousers, check jackets or check macs. The looks were topped off with checked baseball caps, which are deemed to be one of this season’s coveted accessories. Bailey described this season’s check as “more honest, less polished."

Model on the catwalk

There was a prevalent sense of attitude and eclecticism throughout the show, with the brand introducing wide-ranging styles, including Irish tartans, Argyle, Shetland knits and military uniforms. We saw mini and sheer skirts, high waisted trousers, see-through pleated tulle dresses and plastic pastel car coats. The accessories included clog boots, big tote bags and shoulder-skimming diamanté earrings.

Model on the catwalk

Model on the catwalk

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