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Burberry puts on show for London Fashion Week

By SYLVIA HUI, Associated Press
Published: September 25, 2015, 5:26am

LONDON — A live orchestra, a starry front row, clothes boasting a proud British heritage and craftsmanship: Burberry knows how to put on a crowd-pleasing spectacle.

The luxury British design house blended fashion with entertainment in its biannual display Monday at London Fashion Week.

The clothes, of course, are the main selling point, and Burberry makes sure there is something for everybody. A key theme is mixing elegant with street cool. There were lots of opulent black and gold English lace, wispy sheer outfits and silk slip dresses, dressed down with unbuttoned fluid trenches, nylon rucksacks and sporty flat sandals. The brand’s best-known beige trench took a backseat to military-style outerwear: black and navy pea coats with bright gold piping and gold buttons, which design chief Christopher Bailey said were made by the same company that dresses Britain’s royal guards.

If the show didn’t feel particularly summery, what with the mix of silks and heavy coats, it’s because Burberry wants to cater to international customers, especially those in China.

“I like the idea that it’s not just about the season; it’s about an attitude … because half the world is boiling hot, half the world is freezing cold,” Bailey said.

Under Bailey, Burberry has aggressively used social media and technology to expand its market reach and grow its customer base. The brand has live-streamed its show to millions worldwide through online platforms for several seasons, and offers new merchandise for instant purchase. Monday’s show was previewed Sunday evening on the messaging platform Snapchat, allowing users to see the collection before it was officially unveiled.

Will the fashion show soon become obsolete? Bailey said he doesn’t seem to think so. “There’s room for everything,” he said.

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