Burberry Courts a Younger Generation for Fall/Winter 2017

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Between the occasional military braided surface, cozy knits, classic outerwear, and plaid skirts, one could easily make a wardrobe based on Burberry’s greatest hits.

Once upon a time, there was a British heritage brand famed for a certain tartan check that called itself Burberry. Over time, extraneous licensing practices saw the once-iconic pattern appear on all sorts of downmarket products, and its reputation was, temporarily, diluted in the eyes of the public. However, smart business minds like Rose Marie Bravo and Christopher Bailey rescued Burberry from the brink and bought back licenses, securing the brand’s status once again.

Since its remarkable turnaround, Burberry has been an industry leader when it comes to adopting new technologies, digital innovations, and new retail models, like the in-season schedule it currently shows by. While the streets once tarnished the Burberry name, they have now become one of the biggest factors influencing the brand’s runway. This is amply evidenced by Bailey’s latest collection for Fall/Winter 2017, which lifts inspiration directly from the streetwear crowd, likely due to Bailey’s recent collaboration with Russian wunderkind, Gosha Rubchinsky.

Burberry Fall/Winter 2017
Photo: Courtesy of Imaxtree

With a renewed focus on Britain’s youth culture, this collection dispenses with occasionwear entirely.

While Burberry’s focus has felt especially inventive lately – as in the case of a recent collection packed with a cacophony of billowing sleeves and period costume elements woven into forward-thinking silhouettes – this one felt distinctly different. With a renewed focus on Britain’s youth culture, this collection dispenses with occasionwear entirely. Instead, the clothes are practical, tomboyish, and sporty – topped with Burberry checkered caps and teamed with argyle socks and sparkling ruby sandals or androgynous boots.

Plenty of the looks were prepared for a rainy day; plastic rain ponchos – and wool tartan versions – were worn with either nothing underneath or multi-colored knit separates. The juxtaposition of effervescent materials against thick knits, as in the case of pastel chiffon skirts paired with luxe intarsias, was a repeated motif throughout the collection. Between the occasional military braided surface, cozy knits, classic outerwear, and plaid skirts, one could easily make a wardrobe based on all of Burberry’s greatest hits. These are clothes that make so much sense right now, which demonstrates Bailey’s foresight in choosing the in-season model.

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