What is a see now, buy now show? This is part of a business model that fashion appears to be considering shifting towards, where the designs on the runway are available for immediate purchase online or after the show. This September, Burberry is also going to be showcasing both womenswear and menswear together effectively creating a ‘seasonless’ show of their men’s and women’s lines.
As the icing on the cake, everything on the runway will be available for purchase – effectively making the runway clothes available before the knock off versions are. This has also been called the straight to consumer type of runway show. This adaptation is huge and this isn’t the only adjustment Burberry is making this year.
Burberry has also moved to Makers House as the new venue that will house the official show space for Burberry. This is closer to Soho’s Brewer Street Car Park, the hub of London Fashion Week. The items from the reveal on the runway will be available right then and there.
With the full collection available for purchase in its entirety, it is important to note the inspiration of the Burberry fall 2016 collection – Virginia Woolf’s Orlando. Additionally this collection was designed to honor many of Burberry’s craftspeople.
Burberry will also be launching a weeklong showcase of installations and activities from select makers in the new show space from September 21st to 27th. This will be born of Burberry’s partnership with The New Craftsmen, a homewares and lifestyle brand.
When discussing the partnership with The New Craftsman, Burberry CEO and chief creative Christopher Bailey told British Vogue: “Just as Virginia Woolf’s Orlando is both a love letter to the past and a work of profound modernity, this week-long exhibition aims to nod both to the design heritage that is so integral to Burberry’s identity, and to some of Britain’s most exciting creators, and the innovation and inspiration behind their work.”
Burberry is well known for showing nuanced, full collections that remain interesting to look at and fashionably relevant for decades to come. This Burberry ‘seasonless’ (fall 2016) campaign is no different as shown through the photographs of the collection that we have seen, which were taken by Mario Testino.
The influence of Virginia Woolf’s novel Orlando is apparent in the collection, which is very fluid and has a time transporting quality to it. The intricacies of the accessories are well matched by the overtones of the main pieces, but that is nothing out of the ordinary. The campaign features Jean Campbell, Alex Dragulele and Cavan McCarthy, but surprisingly also Pero Calosi, who is the pattern maker of Burberry’s new Bridle bag and one of the many artisans being honored.
Burberry is recognizing the talent behind their label, the strength that propels their brand. They are making a lot of changes and they are all as refreshing as the take on the old novel that was considered to be somewhat ahead of its time. The resulting collection is fabulous and the immediate availability to purchase right after the show is an amazing development as well.
Photos courtesy of Burberry