In an unexpected move, British heritage brand Mulberry has announced today that they will no longer be showing their collections on the runway and will instead transition to a direct-to-consumer model.

Their collections will continue to be shown to press and buyers through private appointments in Paris and London. The brand recently partnered with Cara Delevingne and has seen a rise in popularity since the 2014 hiring of creative director Johnny Coca.

Mulberry CEO Thierry Andretta has said of the announcement:

“Mulberry has always been focused on offering a real and accessible lifestyle, the shift announced today enables us to continue to drive engagement and increase our relevance to our customers.”

It will be interesting to see how this shift influences the brand identity and the industry as a whole. Stay tuned!