UC G TIN R T S N O C E D

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FBURBERRY

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.

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