THIS season at LFW, Burberry pulled out all the stops. Not only through creating a spectacular vintage feeling collection that felt a bit edgier than the usual Burberry. But it’s also their first collection that is available for immediate sale.
Burberry has taken on a new marketing strategy in the form of no longer making their loyal customers wait for 6 months before being able to get their hands on the latest Burberry gear. As of March 1, the collection shown at AW16 London Fashion Week is in stores and online, ready for purchasing.
Among other firsts, Burberry also live streamed their show through their app on Apple TV, including the performance by British musician Jake Bugg. It was a show to remember as it piled up the firsts for this quintessentially English heritage brand.
The collection itself was called Patchwork. A collection of textures, colours, patterns and detailing that all picked from Burberry’s history and their signature looks. Creating shoes that displayed specifically designed buckles with bags to match.
The patchwork theme manifested itself thoughout the whole collection. As each model came down the catwalk, they all looked as if they had just finished shopping at a high-end vintage shop – but one that only sold the highest of quality collections. This is a retro and fun collection, but also one that displayed some edgy styling.
The coats and jewel-toned dresses were some of the highlights, with many coats being statement pieces sporting large collars, vintage detailing, and fun prints – while some of the dresses looked like stained glass windows in their choice of colouring and the way the lights flickered off of them. It was an introduction to the new world of Burberry. One where styling is classic and marketing is modern.
by Anna Coughlan