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Burberry boosts London Fashion Week

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.

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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.”

Readers' comments (4)

  • This is excellent news for London Fashion Week and the British fashion industry. Burberry will now lead the headlines of the week which is what we needed to help raise the profile of the 25th anniversary of the BFC. Will any more Brits come back to make this a real fashion party to remember in September?

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  • Christopher Bailey has done a great thing in bringing the iconic Burberry brand to show at London Fashion Week this season. It would be great if other designers like Alexander McQueen and co would follow suit, even if it was only a one-off for one season. London is the capital that broke these labels. It would be nice to see them give something back for its 25 year birthday celebration.

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  • It looks like the fashion industry's best charmer Harold Tillman has been working his magic. Well done for luring back a British brand with such heritage for September.

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  • It's great that Burberry is coming to show in London. It would be even better if it ends up being for more than one season. London needs this mix of established and creative labels now more than ever.

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