‘See now, buy now’ has no doubt been one of the hottest trends in fashion over the past two years. It all started in September 2016, when the UK luxury brand Burberry defied the tradition of a six-month-cycle fashion show schedule, by debuting a “seasonless” collection at its first-ever ‘see now, buy now’ fashion show. Pieces of that collection hit the brand’s physical stores and online shops the following day. According to Forbes, the bold move “revolutionizes the pace of luxury retail.” Unsurprisingly, it ignited fierce debates within the global fashion community as to whether the model has worked and how long it would last. Implications for supply chain, distribution, and marketing are among the key issues of the discussion.