Burberry is officially the first fashion house to confirm its physical runway show this September. Chief Creative Officer Riccardo Tisci believes that fashion weeks should not be stopped but “reimagined for the world we live in now,” and says he values the importance of recognising change and being able to adapt to it.
It was announced that the show will take place on 17 September at an undisclosed British location where the only attendees will be models and Burberry’s team, as Burberry continues to follow a no-live-audience policy for its shows.
The brand will be partnering with streaming service Twitch to livestream the event and cover the full British outdoor experience. Intertwining Twitch’s unmatched stream functionality with Burberry’s creativity will provide guests with the ultimate multiperspective experience that they won't soon forget.
“Burberry has embraced the full potential of Twitch in this collaboration to create a truly live, interactive, never to be repeated experience. There is great overlap between the Twitch and Burberry superfans, creating a hugely impactful synergy between the two brands.” explains Adam Harris, Global Head, Brand Partnerships Studio at Twitch.
Ahead of the show, Tisci revealed how the challenging months of quarantine have directed his perspective on the world, and explained his deep connection to the outdoors as well as his opinion on the ever-changing industry. “I feel like I am so much more aware of what is around me. You can notice and appreciate the simple elements of the outdoors. When I am out on my runs, I am now noticing all these beautiful gardens and parks. It has definitely made me very excited for the show.” Tisci explains, “I feel that fashion has lost its sense of emotion in recent years. When I began my career, there was a real, emotional energy to the industry. Don’t get me wrong, creativity has definitely been there, but that real sense of identity has been a little bit missing. I think pulling collections back to their true essence will bring back a purity to fashion.”
Like the label’s two most recent shows, Thursday's show will be carbon-neutral. The fashion house also reported that it has no plans to part from the usual fashion week schedule.
Photos and video: Instagram @burberry and supplied