(REUTERS) - High fashion has always shied away from high-street style fast fashion, but that's all set to change.
Fashion lovers have traditionally had to wait up to six months to buy their favourite designs from catwalk shows.
Now, a number of top fashion houses have announced "see now, buy now" strategies.
Brands such as Tom Ford, Michael Kors and Burberry have been selling selected pieces from their shows as soon as the lights go down.
British brand Burberry's chief executive Christopher Bailey says the move couldn't have come soon enough.
"I definitely think that we all have to question if we are Instagramming, live-streaming and showing the collections - we can't expect a customer and a consumer to tie-in with a traditional kind of calendar," he said.
Designer Monique Lhuillier is one of the first designers to trial the new approach.
"I always say, there is no point in putting something beautiful and having somebody to wait five to six months to get the look. By the time, they are tired of waiting and everyone's seen it. So this is the way we're experimenting to see if this is how we want to show," she said.
The move has come as a welcome change to buyers as well as consumers.
"I think the changes have been a long time coming. No one can understand now when they see something - why do I have to wait six months to buy it," said Liberty Managing Director, Ed Burstell.
However, some of the more traditional designers are wary of the change.
Italy's national chamber of fashion said fashion is art - and that it takes time.
"When you want to make a collection creative, you need the time, you need to study the fabrics, specific research and all that you cannot do 'buy now and ready to shop.'" said Italian Chamber of Fashion President Carlo Capasa.
While not everyone is on board with this new era of selling clothes, there's no doubt that fashion is getting faster than ever.