One week after the debut of the digital iteration of London Fashion Week due to ongoing social distancing measures due to the COVID-19 pandemic, Burberry has bucked the trend once again but announcing "an immersive show experience set in the great outdoors" on 17 September 2020. And in a further democratisation of fashion, will be open to all.
“As humans, we have always had a deep affinity to nature. We have had to respect and rely upon its power for our very existence, while marvelling and revelling in its extraordinary beauty,” remarks Riccardo Tisci, Burberry's Creative Director. “Especially recently, we have all yearned to reconnect again and for this show, I wanted to celebrate these feelings by bringing our community together in a creative experience that takes place within the beautiful, natural landscape of Britain.”
Following the decision that Paris Couture Week in July is to go digital, and the likes of Gucci, Yves Saint Laurent and Michael Kors since abandoning the traditional fashion calendar, this is a bold move by Burberry - the brave British brand which became the first to pivot to the since abandoned see-now-buy-now model in 2016 in an effort to revolutionise retail under former Chief Creative Officer Christopher Bailey.
Photo: Jason Lloyd-Evans edited by Kathryn Rao