Here’s a recap of all that has happened since Burberry’s last runway show – Christopher Bailey departs after 17 years of serving as creative director, Riccardo Tisci is appointed to fill the space, Tisci reveals a new logo and monogram for the brand and lastly decides to go fur-free with its debut collection at London Fashion Week. All this and mounted anticipation of what’s to come from the show today has built up enough hype for the show already.
Tisci doesn’t stop here. In the ongoing series of firsts, the brand has decided to hop on the digital retailing bandwagon and is giving its customers a chance to purchase the fresh off the runway pieces on Instagram right from 30 minutes after the show. The collection will also be available on the brands WeChat account from 5.30pm BST today. It’s the first time for the British Heritage Brand to adopt the bespoke selling experience. The effort to boost sales comes as an interesting move from Burberry and designer Tisci himself considering he is also the man responsible for growing Givenchy by six-fold before he left.
Since his arrival to Burberry, the one question of what’s next for the brand has lingered in the minds of most who have followed the designer’s work and the rich heritage that Burberry carries. The collection today will finally open the doors to Tisci’s vision but a common thread in all his actions have been the effort to restore an era long gone. Be it Tisci’s first Thomas Burberry monogram t-shirt, the life-size bear installation at Marble Arch, London or the monogram initials T and B itself, all are proof to shape a new era with the help of the past.
In other news, Kanye West took to Instagram (yes he’s back) to post a photograph of Chance The Rapper in a Burberry logo sweatshirt from the Fall 2018 collection building up to the already existing hype. The rapper paired the sweatshirt with mismatched shorts and Nike sneakers.
As for the collection, you will have to wait till after the actual show reveal tonight to get your hands on Tisci’s first pieces for the new era that awaits.