First Look: The “Straight to Consumer” Burberry collection
The global fashion calendar is changing and Burberry was one of the first brands to announce that it would change its strategy to align their presentations of new collections along with the release of the new products, a movement called “See now, Buy now”
Now the brand is preparing to change paradigms by announcing its first straight-to-consumer collection and giving us a little preview of the campaign for the September collection that will unite for the first time the Prorsum, London and Brit lines into one.
The campaign that will be launched on September 19 was made by Mario Testino and features Jean Campbell, Cavan McCarthy and Alex Dragulele using pieces inspired by the novel Orlando by Virginia Woolf, contrasting male and female styles through various eras.
Along with the images captured on the sculptures wing of the Walker Art Gallery located in Liverpool, Testino also presents a series of images of the Burberry’s artisans who are responsible for creating the stunning pieces of the brand, including the new The Bridle bag, at the workshops in England, Scotland and Italy. All the images will also be revealed on September 19 to coincide with both the Burberry runway show at London Fashion Week as well as the launch of the straight-to-consumer collection, which will be available for purchase right after the show that promises to significantly change the time gap that all brands have between the presentations and the availability of collections in stores.
