Today, Burberry will host its first catwalk show where the displayed collection will be available for purchase immediately after it has been shown on the runway, in both brick-and-mortar brand stores and ecommerce. For the first time, the show will be streamed on Facebook Live –the platform’s native functionality–, allowing users to watch the runway show in real time with the stream autoplaying in their feed. It will also be shown live on Youtube and WeChat, where a piece of the collection –the Bridle bag– will be available through the in-app purchase service.
As part of the new delivery initiative, Burberry’s spring/summer’17 collection won’t be showcased at the brand’s flagship store as last February, but at a new London show venue: Makers House. The location will be open to the public with free admission for one week (September 21-27), after the runway show. In partnership with The New Craftsmen, an online store for luxury crafted textiles, furniture, ceramics, jewelry and beyond, Burberry will dedicate the space to give additional insights on the inspiration and craft behind the collection to interested consumers.
Among other activities, venue visitors can view a runway display of the September womenswear and menswear collections; a series of short theatrical readings performed daily by actors with a focus on Virginia Woolf’s novel Orlando –one of the central themes behind the runway collection–; and various demonstrations of sculpting, sand casting, silk-screen printing, traditional lacquer painting, stitching and embroidery, embellishment, calligraphy and patchworking.
1 Manette Street
21-22 September: 10am-7pm
Friday 23 September: 10am-6pm
24-27 September: 10am-7pm