Digital competency has been a hallmark of the Burberry Prorsum brand since Christopher Bailey took the helm as Creative Director in 2004. Over a decade later, Burberry continues to progress under Bailey’s watchful gaze. For instance, Spring/Summer 2016 was previewed exclusively on Snapchat 24 hours before the collection hit the runway, and the brand recently announced a partnership with Apple Music. The latter informed the mood-setting environment before the show, as Alison Moyet performed ‘All Cried Out’, ‘When I Was Your Girl’, ‘Whispering Your Name’, and ‘Only You’, backed by a 32-piece orchestra (and you’ll soon be able to access the video on Apple Music, of course).
The parade of black lace dresses, all-weather coats, separates, and trenches that led the show soon gave way to springtime romance in the form of wide-knit summer dresses with lavish beading, meadow-green lace shifts, and sheer polka-dot frocks. The collection alternated between heavy, dramatic looks and breezy, lightweight looks, and the purpose of this balance was made clear backstage when Bailey declared that seasons were over. Not only is he absolutely correct, but he also proves his genius again by being an early adopter of the “trans-seasonal” collection. The schedule for Fashion Week is by all accounts outmoded. As soon as looks hit the runway, they are imitated and reproduced so quickly that trends that are intended for next season hit the shelves while designers are still taking orders for their collections. Bailey acknowledges this by providing clothes for spring/summer and fall/winter and, as such, still remains one step ahead of everyone else.
Although the show was very much a modern undertaking with its tech partnerships and trans-seasonal aesthetic, the clothes themselves contained plenty of Burberry’s historic signatures. The romantic lace that comprised sensual dresses and tops was made in the UK, while the classic Burberry trench was updated with a cropped length and marching rows of gold buttons. Additionally, Burberry’s crocheted and macramé mini dresses, layered sweaters, and gold-trimmed outerwear proved that a broad reach was timely. Something tells us that other labels will be quick to hop on the bandwagon.
Photos: Courtesy of Imaxtree