Burberry Prorsum will show its spring 10 collection at London Fashion Week in September.
Burberry Prorsum normally holds its catwalk show in Milan but has opted to show at London Fashion Week, to help mark the event’s 25th anniversary.
Burberry creative director Christopher Bailey is believed to have opted to head to the British brand’s home town next season to help celebrate creativity in the capital and to celebrate the brand’s “Britishness”.
Burberry Prorsum will close London Fashion Week on September 22.
London Fashion Week has relocated from the Natural History Museum in London to Somerset House in September. Provisional dates for the event are September 18-22.
For more details go to www.londonfashionweek.com.
Separately, Burberry will open a new office in New York on Thursday. The 68,000sq ft office in Madison Avenue will mirror the Burberry head office in London and was designed by creative director Christopher Bailey. It will also feature three 50 foot neon Burberry signs above it.
Christopher Bailey, creative director of Burberry, said: “It’s such an iconic building which we feel is the perfect new home for Burberry in America and will be another huge chapter in our rich history. The aesthetic mirrors our new global headquarters in London and really emphasises to our American consumer the modern expression of the brand - a balance of what we have always stood for, what we represent today and where we are going.”