This season, Burberry continues its path to innovation with their latest “see now, buy now” runway show. This new way of showing collections allows you to shop instantly, without having to wait months to buy new designs.
The September collection is inspired by Virginia Woolf’s Orlando: A Biography, a fantastical novel that explores femininity and masculinity across centuries of history. The show took place during London Fashion Week on 19 September and featured both womenswear and menswear that highlighted the brand’s new and exciting direction.
Commenting on the show, Burberry’s creative director Christopher Bailey said, “The changes we are making will allow us to build a closer connection between the experience that we create with our runway shows and the moment when people can physically explore the collections for themselves. Our shows have been evolving to close this gap for some time. From live-streaming, to ordering straight from the runway, to live social media campaigns, this is the latest step in a creative process that will continue to evolve.”