See it first: Get a glimpse of Burberry's upcoming straight-to-consumer collection

Sneak peek

See it first: Get a glimpse of Burberry's upcoming straight-to-consumer collection
Following its game-changing transition to a buy-now-wear-now model, Burberry has unveiled elements of its debut direct-to-consumer collection

Actualising its trailblazing move announced in February this year, Burberry has released a campaign featuring looks from the brand’s September collection, ahead of its show that will take place on 19 September.

Shot by acclaimed photographer Mario Testino, the campaign features models Alex Dragulele, Jean Campbell, and musician Cavan McCarthy. Captured at the sculpture gallery at the Walker Art Gallery in Liverpool, the collection influenced by the transgressive novel, Orlando by Virginia Woolf, is backdropped by an integral part of English history.  

Burberry campaign September 2016

“This campaign reflects a collection inspired by Virginia Woolf's Orlando and also sets out to honour the many skilled craftspeople who work on Burberry's iconic products. I am therefore very proud to be sharing Mario Testino's incredible portraits of Jean Campbell, Cavan McCarthy and Alex Dragulele, which we have set alongside portraits of our talented Burberry artisans,” says chief creative and chief executive officer Christopher Bailey. 

Burberry will also be embarking on a partnership with The New Craftsmen, an organisation that celebrates British craft makers specialising in prints, fabrics, homeware, and jewellery, to name a few. The collaboration will kick off on the night of Burberry's September collection show, with a line-up of activities to follow, located at the show venue itself. 

Seasonless, immediate, and personal, the new format will significantly shorten the traditional gap between runway shows and retail availability. No stranger to breaking new ground — the British luxury label was the first to live-stream its fashion shows in 2009 — this marks yet another milestone for the industry, and Burberry is definitely one to keep tabs on.

The Burberry September collection will be presented on 19 September as part of London Fashion Week. 

Text: Weiqi Yap

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