Burberry introduced the TweetCam and those iconic monogrammed poncho’s last season, this season the digital pioneer partnered with Snapchat to debut the collection ahead of the main show and provide little snippets of LFW magic. The poncho’s were replaced with monogrammed rucksacks, which were available to order pre-order. This mix of digital innovation and bespoke craftsmanship is a blend unique to Burberry…. and it’s intoxicating.
Last week Burberry became the first fashion brand to launch its own music channel on Apple Music. This paved the way for a show where the models marched down the catwalk past Alison Moyet and 32 piece orchestra belting out her greatest hits with spine-tingling gusto. Alongside the music channel the Snapchat video’s featured close up details- models arriving, a brief appearance from Anna Wintour, Christopher Bailey working on the collection, a make up guide, backstage footage and in the last instalment, pre-show, a first look at the SS16 collection.
Key details included biker jackets, the Burberry trademark trench coat, lace, monochrome, the belt bag, military inspired embroidery and gold buttons. The collection had a more vampy overtone this season, gold hard wear with visible zips, dark plum lips and black embroidery anglaise. Function fused with decoration, the nylon trench will no doubt prove popular in Spring, as will the warmer wool coats & capes with heavy gold embroidery, chains and gold cord. The title ‘Functionregalia’ summed up the collection perfectly.
In many ways the catwalk show was ‘given back’ to the celebrities- Kate Moss, Sienna Miller, Cara Delevingne, Benedict Cumberbatch and Baz Luhrmann to name a few, sat centre front. And if you weren’t on the FROW I suspect you got a better view via Snapchat. Which poses the question… has Burberry tipped the balance towards digital, is virtual reality better than real world?