Burberry Pioneers See-Now-Buy-Now With Its “September Collection”

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While the majority of the industry focuses on Spring/Summer 2017 designs that won’t be available for purchase until six months from now, Burberry showed a determinedly autumn-oriented collection that was available for purchase immediately following the show.

Burberry’s much-anticipated ‘September Collection’ debuted to an eager audience at Maker’s House, set to a soundtrack by a live orchestra and opera singers – signposts of the decadent event to come. Not only was Burberry one of the first brands to jump on the “see now, buy now” bandwagon (with the ‘September Collection’ as the inaugural show), but it has also brought all veins of the Burberry brand under one umbrella and have combined menswear and womenswear into a single show. It was a daunting feat, but from an outsider’s perspective, it went off without a hitch. While the majority of the industry focuses on Spring/Summer 2017 designs that won’t be available for purchase until six months from now, Burberry showed a determinedly autumn-oriented collection that was available for purchase immediately following the show.

Photo: Courtesy of Imaxtree

British classicism is Burberry’s to interpret, and it did so this time under the popular Edwardian theme that has been circulating recent collections. Womenswear was rife with romantic poet’s blouses, brocade dresses with bishop’s sleeves, elaborately tasseled capes, and sheer high-necked frocks.

It was all thoroughly British and thoroughly Burberry, but this time done in a post-gender, immediately available way that should resonate with the modern consumer.

Additionally, Burberry placed hyper-focus on loungewear-as-daywear, with dozens of iterations including opulent damask robes, and silk pajamas worn beneath lush cardigans. Burberry also approached some designs from a military angle, and showed both velvet dresses and jackets embedded with frog fastenings and braiding, and khaki green trench coats. It was all thoroughly British and thoroughly Burberry, but this time done in a post-gender, immediately available way that should resonate with the modern consumer.

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