Burberry is going all out to make headlines this month, not only did Christopher Bailey’s British label cause controversy for hiring Brooklyn Beckham to shoot its latest fragrance ad #THISISBRIT (as opposed to industry renowned photographers), but it has officially changed up the fashion schedule.
Burberry consistently champions innovation and this move will see the brand combine its men’s and women’s collections during London Fashion Week, starting this September.
The fact that more and more designers are blurring the lines between gender (look back at the AW16 shows during London Collections: Men) is liberating and reflective of today’s demographic. Women walking in men’s shows and vice versa is real and relatable, plus it targets a millennial audience yet to buy into luxury brands.
‘Seasonless’ collections are now a thing given that Burberry presentations will be indicative of the month they debut as opposed to falling under Spring/Summer or Autumn/Winter. This is clearly Burberry addressing the affects of global climate change within retail too.
Not only has the calendar been switched up, but post-show the collections will be available to buy online and in-store straight away. Likewise, digital and print ad campaigns will be launched immediately. A definite nod to that want-it-now generation fuelled by social media.
The Business of Fashion reports on what Burberry’s Chief Executive and Chief Creative Officer, Christopher Bailey, had to say about the announcement:
“There’s just something that innately feels wrong when we’re talking about creating a moment in fashion: you do the show in September and it feels really right for that moment, but then you have to wait for five or six months until it’s in the store.
“You’re creating all this energy around something, and then you close the doors and say, ‘Forget about it now because it won’t be in the stores for five or six months’.”
It’s all change, and it’s massively exciting. Read the full interview on BoF here.
Push PR x