The image you are looking at teases Burberry’s first “see now, buy now” collection. As part of its new “see now, buy now” strategy, the British fashion label has previewed a first collection due to go on sale directly after its upcoming catwalk show, September 19. The brand also announced a collaboration with The New Craftsmen to honor to the various skilled craftspeople who work for the label.
Having been announced in February, this new instant gratification approach to the design, creation, promotion and sale of Burberry collections is starting to take shape with a first advertising campaign. This previews the first “see now, buy now” collection, set to be presented September 19 at London Fashion Week before going on sale to the public immediately afterwards. And, for the first time, the collection will mix womenswear and menswear.
For Burberry creative director, Christopher Bailey, the changes currently underway at the label will help the brand establish closer links between the world created through its fashion shows and the moment consumers discover collections for themselves in stores. Unspoken in all of this is the role the Internet plays, carrying as it will the livestreams and such of the show.
Honoring craftsmanship
The British brand’s new collection is directly inspired by Virginia Woolf’s 1928 novel Orlando. This can be seen through contrasting masculine and feminine pieces from different periods in history.
Burberry has also chosen to honor the brand’s many skilled craftspeople with a campaign from Mario Testino. The three new faces of the brand – Jean Campbell, Cavan McCarthy and Alex Dragulele – star alongside Piero Calosi, the pattern-maker who worked on Burberry’s latest bag, The Bridle. Burberry will gradually unveil images of several talented artisans working behind the scenes at the brand’s English, Scottish and Italian production facilities.
A series of events in London
After the upcoming catwalk show, September 19, Burberry will also launch a partnership with The New Craftsmen, which promotes the work of British craftspeople. The collaboration will see events and activities at Makers House, Burberry’s new venue in the British capital.
The venue will be open to the public from September 21 to 27 for an exhibition of work by British craftspeople inspired by the label’s latest collection and its theme.
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