When Burberry first announced they will make their next collection available straight from the catwalk, the decision shook the industry. Talk of the see-now-buy-now trend dominated fashion circles, with everyone from Gucci’s Alessandro Michele to Donatella Versace putting their two cents in.

Now, on September 19 during London Fashion Week, we will witness Burberry’s plans come to fruition. Both womenswear and menswear collections will be presented together for the first time, and all collections will be made available globally at the conclusion of the show.

Burberry has also released a preview of its new advertising campaign for the September collection. Shot by Mario Testino, the campaign features new models Jean Campbell and Alex Dragulele, as well as musician Cavan McCarthy. September’s collection is influenced by Virginia Woolf’s Orlando. Shot at the sculpture gallery at the Walker Art Gallery in Liverpool, Testino successfully captured the contrasting masculine and feminine styles across different periods of history.

But the show does not end with the runway finale. Burberry also announced an exciting collaboration with The New Craftsmen as part of their September presentation. The partnership, to launch on the evening of the Burberry runway show, will see the show venue host a week-long exhibition with a daily changing programme of activities and installations. Open to public, the exhibition will showcase original works by creators and artists in Britain.