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in this issue ASA BUTTERFIELD BY MITCHELL NGUYEN MCCORMACK

Burberry’s First Seasonless Collection Gives New Meaning to Instant Fashion

The brand’s latest show marks its entrance to the see-now-buy-now universe

 

The Burberry September 2016 show_002

 

On Monday, September 19, Burberry made history. It was the day when the British label finally combined its men’s and women’s shows. It was also the day when Burberry unveiled its very first straight-to-consumer or also known as see-now-buy-now collection.

 

The September Collection at Burberry 121 Regent Street

 

The changes are well-reflected in the said collection (which has been dubbed “seasonless”) that is inspired by Virginia Woolf’s novel about a transgender poet, “Orlando.” As Burberry’s CEO Christopher Bailey explains, the collection “blurs masculine and feminine, casual and formal, night and day.” The collection is filled with gender non-conforming silhouettes; even the key accessory, the Bridle Bag, is made for both men and women. The bag and the rest of the collection are already available to purchase globally via both the brand’s stores, both physical and digital.

 

The Burberry September 2016 show_001

 

The Burberry September 2016 show_003

 

Speaking of digital… Burberry is deadly serious about its digital effort. The show, for example, was streamed on Burberry.com, Facebook, YouTube and WeChat. In what seems to be the brand’s ingenious way to appease to the Chinese consumers, the brand is also allowing its followers on WeChat to buy a piece of two available editions of the Bridle Bag. The lucky followers also got to experience a WeChat takover from Chinese celebrities Kris Wu and Vicky Zhao. Moreover, Burberry also launched on Facebook Messenger to offer exclusive content and live customer service, among others.

 

Burberry September 2016 Collection - Arrivals
Kris Wu at Burberry’s show

 

Burberry September 2016 Collection - Arrivals
Vicky Zhao at Burberry’s show

 

Burberry September 2016 Collection - Arrivals
Nicholas Hoult at Burberry’s show

 

Burberry September 2016 Collection - Arrivals
Cara Delevingne and Lily James at Burberry’s show

 

Burberry September 2016 Collection - Backstage
Alexa Chung at Burberry’s show

 

Burberry September 2016 Collection - Backstage
Jourdan Dunn at Burberry’s show

 

In non-digital world, the brand is also opening the Makers House, which is a space for visitors to experience and learn about Burberry’s design heritage. The Makers House will be open from public from September 21 to 27.

 

Burberry Makers House_001Burberry Makers House_002
Scenes from the Makers House

 

 

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