Burberry’s done it. This past London Fashion Week, the venerable British heritage label went ahead and revolutionised the way consumers shop. Under the old model, fashion week predated the launch of collections in-store by almost six months. Christopher Bailey is shaking up the industry by allowing patrons to purchase items directly from the runway, shipping to over 100 countries.
Also out of step with prior seasons, Burberry’s September 2016 show has left its old stomping ground of Kensington Gardens for the much more understated Makers House in Soho. The intimate showing was attended by Lily James, Felicity Jones, Jenna Coleman, Nicholas Hoult, Kris Wu, Freida Pinto and many others including former Burberry models Cara Delevingne and Jourdan Dunn.
Of the collection, Bailey said:
“Tonight’s show marked a very special moment for us – it was the culmination of a series of important changes we made designed to bring our collections closer to our customers. The collection was influenced by Virginia Woolf’s novel Orlando – a love letter to the past and to English history, and a kind of dressing up box to visit and revisit.
Inspired by this, tonight also celebrates the start of an amazing partnership with The New Craftsmen. Together, we are opening the doors to “Makers House” – a space for visitors to experience the British design heritage that is so integral to us and everything we do, and also a chance to be immersed by the work of some of the most exciting creators, and the innovation and inspiration behind their craft.”
The space was designed by Nancy Lancaster and featured cornicing on the doorways, upholstered benches and hand-woven carpets. A 21-piece orchestra accompanied by pianist Rosey Chan and vocalists set the ambiance of the show, playing a score written exclusively for Burberry.
Reiterating Bailey, the collection was inspired by Virginia Woolf’s novel “Orlando” and reflected the way a house changes its character over the years driven by the people, clothes and cultures that inhabit it. It boldly combines noble and authentic fabrics, tradition and modernity, denim and jersey with cashmere and pyjama silks. In line with Burberry’s previous efforts, it blends masculine and feminine, casual and formal, day and night to bring the past into the present unlike ever before.
For more information on Burberry’s September 2016 offering, please contact your Insignia personal assistant.