Burberry has announced that their F/W 2021 show will take place outdoors and be digitally broadcast to all those who wish to watch. The numerous effects of the world- wide COVID-19 outbreak have resulted in many luxury fashion brands reconsidering the traditional way in which they present their collections.
While some have cancelled or postponed shows and others such as Gucci have pledged to become ‘seasonless’, it appears that more and more luxury brands are accepting that change is needed.
In Burberry’s case, the show will be a live event with only the models and team present and will take place in an undisclosed, outdoor British location. The show will also be available to view digitally globally. With many brands moving towards a digital approach, this innovative merge of physical and virtual currently sets Burberry apart.
Ricardo Tisci, Burberry’s chief creative officer has explained that it was important to him to create an experience that ‘anybody would be able to engage with’ as a result of travel restrictions and social distancing. Also, to continue the theme of Tisci’s previous Burberry shows, this inclusive event will be carbon neutral.
Tisci also expressed that as we have all learned to “reconnect” again, these feelings must be celebrated “by bringing our community together in a creative experience that takes place within the beautiful, natural landscapes of Britain.” The show’s focus on nature will also pay homage to the brand’s outdoor heritage as originally imagined by founder, Thomas Burberry.
The event will take place on the 17th September 2020, initiating London fashion week which will run from the 18th to the 22nd of September. As Burberry is usually one of the most prominent brands within London fashion week it will be interesting to see if other British brands follow their lead in appropriately adapting the traditional take on a fashion show.
By Sophie Easton