If you heard the word “Burberry” years ago, the only thing you can probably think about is that crisp, gabardine old-fashioned trench coat and camel-colored check tartan. Despite this thought association, CEO AND creative director, Christopher Bailey, is quick to take the brand and fashion industry by storm.
Starting out with the old-school fashion house circulating around the essence of Britishness and using military uniforms as inspiration, Bailey learned to push his brand to adapt to the modern age of technology and social media while still maintaining the classic venerable heritage and effortless British attitude. This new creative direction is evident in burberry’s technology-integrated flagship store on Regent Street, the incorporation of radio-frequency identification (RFID) chips in their products, and its usage of social apps like Periscope to livestream fashion shows. By moving these mountains, Burberry is now easily grouped with the bigger fashion houses such as Valentino, Chanel, Louis Vuitton, and Dior, by the press. Under the leadership of Bailey, Burberry is moving nowhere but forward.
Beyond technology, Bailey is pushing the artistic limits as well. With campaigns starring the likes of Romeo Beckham, Eddie Redmayne, Emma Watson, and forever supers like Kate Moss and Naomi Campbell, all shot by photography legend, Mario Testino, each season is ensured to be attention grabbing. Adding on to that, Bailey’s ability to upgrade the classic trench and add on fashion-forward pieces each season gives its audience a new breath of fresh air with everything that comes out of the studio, causing each collection to be highly coveted and each show to be the most anticipated one during fashion weeks these past years.
With an eagle-sharp eye for talent and impeccable taste, this designer is often one of the firsts to discover the many household names you often find plastered on fashion magazine covers and top music charts. The success of Cara Delevingne? Tom Odell? George Ezra? They all have him to thank.
With that being said, this recent past show at London Collections: Mens SS16 can be considered the quintessence of what the industry can look forward to in the future. Sending the Burberry boys down the runway in Kensington Palace Gardens to the sounds of a live performance from Rhodes and orchestra (no biggie) and clad in fresh looks of lace button ups and coats, Bailey is redefining masculine style. This presentation shows that with rapid rise of awareness in different gender issues, the gender line is quickly blurring, and this is obviously spreading to the fashion world as well. Trust this man to be groundbreaking. Kudos to you and your team, Mr. Bailey!
I look forward to seeing what Burberry offers in the future.
Keep up with the lace: This season Burberry presented the classic menswear trench coat and suit looks with a new lacey twist.
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