There have been a lot of changes at Burberry this year. It has been announced that the creative director of the brand, Christopher Bailey, will move onto the position of the president of the company. Administrative tasks will be passed to Marco Gobbetti who used to work for another fashion giant – Céline.
In addition to the personnel changes, Burberry has changed their retail strategy and the concept of the fashion shows. Starting from this September, all the collections will be off-season, and the customers will be able to buy the items presented straight off the catwalk. Of course this is what the guests of the show have been discussing before it started.
This season Burberry also changed the venue for the fashion show: after many years presenting in Kensington Gardens the brand moved to a new space. Especially for the show Burberry created a whole house, which they called The Makers House. When entering the House, guests of the show were able to see how the famous trench coats, leather bags and scarves are being created. The show took place on the second floor of the House, accompanied by the live piano and string orchestra, and the scope was truly imperial.
In collaboration with the publishing house Hogarth Press Burberry reissued a limited edition of the novel “Orlando” by Virginia Woolf. A short summary at the beginning of the book stated that this book was the main inspiration for Christopher Bailey this season.
These allusions resulted in a historically rich collection, which, just like the book, captured several centuries of dress. This season the theme of Middle Ages (which became an obvious trend for the Spring/Summer 2017 season) was rediscovered by Burberry in the form of high collars and male bows, jackets, pajama trousers, richly decorated coats and, of course, the famous trench coat.
Items from the collection are now available for purchase at Burberry boutiques and the official website of the brand.
The brand has also partnered with Apple Music creating a new channel where you can listen to the soundtracks from the show. Burberry has also once again collaborated with Snapchat revealing sneak peaks of the collection a few days before the show. In the world of offline, the fashion house has opened a cafe in the flagship store at Regent Street, fondly referred to as Thomas in honor of the founder of the brand.
Burberry Makers House
Christopher Bailey continued to invent new ways to involve the customer in the world of Burberry. Until the 27th of September the doors of the Makers House will be open for public.
At the Makers House, located in the heart of London’s Soho, visitors can see the exhibition dedicated to the heritage of the British fashion house. There is of course a lot to see – the brand was founded in 1856 and is one of the oldest in England.
One of the areas of Makers House is a store dedicated to all sorts of things for the house. Here you can find anything from furniture to utensils created by the artisans from The New Craftsmen organisation. The best British artists who were inspired by Burberry have created textiles, silver, ceramics, glass and much more.
You can visit the Makers House (1 Manette Street, London) anytime until the 27th of September. The full program of the exhibition can be found on the main website of Burberry.
What do you think of the new collection?
Text: Irina Gorskaia
Images: Rob Case