The bold move: Burberry shows images from the first Straight-To-Consumer collection
The British house Burberry was a pioneer when it came to fashion news. First, a live streaming show, a few years ago. Now, while the industry of fashion debates the future of seasonal fashion, buy-now-wear-now collections and direct-to-consumer shows, Burberry is short-circuiting the conversation and changing the way it does business. How does the first Straight-To-Consumer collection looks like?
Burberry presented some exclusive images from the first house collection Straight-To-Consumer, which will be launched at 19th of September at London Fashion Week. The news? The next day, I could buy the pieces online and from every Burberry store in the world. This is not all: Burberry announced also a new collaboration with The New Craftsmen. “This campaign reflects a collection inspired by Virginia Woolf’s Orlando and also sets out to honour the many skilled craftspeople who work on Burberry’s iconic products”, Burberry Chief Creative and Chief Executive Officer, Christopher Bailey, said.
Established in 1856, Burberry is a global British luxury brand with a heritage of innovation, craftsmanship and design (www.burberry.com). In Romania, the products from the new collection will be available in Burberry store, no 4 Luterana Street, Bucharest.
About the campaign: Featuring new British cast members Jean Campbell, Cavan McCarthy and Alex Dragulele and captured by the one and only Mario Testino, the ad campaign previews looks from Burberry’s September collection which is influenced by Virginia Woolf’s Orlando, contrasting masculine and feminine styles across different periods in history. Captured at the sculpture gallery at the Walker Art Gallery in Liverpool, the ad campaign’s location serves as an historic backdrop to the brand’s latest collection.
In celebration of the highly crafted new collection, Testino has also captured a series of portraits of Burberry artisans, the men and women from mills and factories across England, Scotland, and Italy. To launch the campaign, Burberry has revealed a portrait of Piero Calosi, the pattern maker for its newest bag, The Bridle (a new bag for men and women, which takes its inspiration from classic British equestrian designs and Burberry’s outdoor heritage, and is previewed in the new campaign). The images will launch in their entirety straight after the new Burberry collection has been shown during London Fashion Week on 19 September, to coincide with the collection’s immediate availability for purchase globally.
About The New Craftsmen: currently represents a network of over 75 makers working in textiles, silverware, furniture, ceramics, jewellery, glassware and beyond.
Established in 1856, Burberry is a global British luxury brand with a heritage of innovation, craftsmanship and design (www.burberry.com). In Romania, the products from the new collection will be available in Burberry store, no 4 Luterana Street, Bucharest.
Photography: Mario Testino / Burberry
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