UC G TIN R T S N O C E D
BURBERRY’S HEAD HONCHO CHRISTOPHER BAILEY DOES IT AGAIN: SHAKING THE INDUSTRY TO ITS CORE WITH HIS REVOLUTIONARY NEW APPROACH TO SEASONLESS STYLE, JUST IN TIME FOR THE BRAND’S 160TH ANNIVERSARY or a brand with British heritage at its core – 160 years of it, in fact – no one could accuse Burberry of being stuck in the past. Fashion’s most digitally savvy brand, it made history in 2010 by streaming the world's first star-studded catwalk live in 3D. All over Snapchat as well as Kakao and LINE (no, us neither), the brand has proved once again that it really is always ahead by announcing a truly bold move... saying sayonara to seasons as we know them.
In layman’s terms, this means it has the potential to revolutionise not just the industry, but how we actually shop. Rebelling against the demand for endless collections – from womenswear and menswear to pre-collections and cruise – the fashion house will show just two per year (showing both men’s and women’s in each), and scrap the rest. The company has merged the Prorsum, London and Brit brands into one and – most thrilling for those of us who want to see-now-buy-now – it will sell direct from the catwalk.
So what exactly will we be buying? Backstage, Bailey described his A/W16 collection as: "Not a themed show, but all the things that I love. It's a patchwork – from the Mitford sisters to military to glam rock." Bailey’s clashing of colours, textures and eras resulted in oversized furs shown alongside 70s-inspired silk dresses, technicolour brocade dresses, lashings of Lurex and the iconic trench reworked in green snakeskin. Diminutive bags were teamed with twisted herringbone tights and chunky, buckled biker boots made for stomping. The message was clear: Burberry might be celebrating its 160th birthday, but Bailey is marching the brand firmly into the future.