It pays to be flexible

Whether they heard our prayers or not, the weather gods have arranged for us Brits to enjoy a very late summer. But while most of us are digging out our picnic blankets and shorts, there is one industry who is blindsided and resentful of this scorching bonus ball.

For the fashion world, a September heatwave is a headache. The summer sales are over, and in their place hang the coats, boots, knitwear and leather that are the cash cows of the new autumn season. It’s why Holly Willoughby posted an Instagram pic of herself in a leather mini, cream rollneck and tweed blazer, promoting her new Marks & Spencer range as the mercury reached 30 degrees. 

Even though fashion isn’t as trend led as it once was, it is still fixated on seasons. A delicate mechanism of manufacturing, advertising and promotion dictates that the autumn season has to “happen” in the first week of September, whether the weather plays ball or not. Fashion PRs might be as keen to promote new brands and seasonal trends as we are to wear them, but it would pay to be flexible.

People tend to be weather obsessed: for as long as it’s hot, it will be hard to engage them with knitwear. It’s a reach to get excited about leather trench coats when it’s hot outside. Hold fire, or offer up your more trans-seasonal items this week. Winter will be with us soon enough.