Burberry Spring Summer 2017 Collection, London Fashion Week
Last year Burberry announced that the brand would be making a strategic move towards a see-now-buy-now approach. In the months that followed, the decision proved to be wise. With the looming uncertainty of Brexit and the overall shakiness of the luxury consumer, it’s certainly time to venture back to the drawing board. For Burberry’s Spring Summer 2017 collection (if we should call it that) the brand ventures back in more ways than one. Inspired by the gender fluid decadence of Virginia Woolf’s novel “Orlando”, Burberry confronts the future of fashion head on.
There were notable differences in this year’s showing. Departing from the usual grandeur of Hyde Park, the brand chose “Markers House”,a sort of temporary space inside the former Foyles bookshop in Soho. The setting offered an intimate, almost Romantic feel. Elevating the mood even further was the presence of a live orchestra. The real drama began at the start of the show. Look after look of victorian meets Elizabethan trousers, blouses, and jackets made their way across the winding geometric runway. Collars were ruffled on both and women and tapestry feeling silky prints were used on leisurely pants and blouses. Utilizing a rich, but muted color palette, the collection captured the understated elegance of the Twenties era.
Christopher Bailey, Burberry’s Chief Creative and CEO shared the company’s thoughts on the future. “It’s very much the culture in the company to move forward, to try new things,” he said. “Nothing is forever, we are testing things, we will reflect after the show what’s worked, what hasn’t worked, how should we have done it better. We certainly don’t have all the answers.”
At promptly 8pm pending the shows end, there were already hundreds of people waiting inside the stores Regent Street location to shop the collection. If this is any indicator of what’s working, we’d say that the brand is certainly on to something.
Keep scrolling below to see our favorite looks from the runway of Burberry Spring Summer 2017, London.