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Burberry previews first 'straight-to-consumer' collection

Burberry Campaign, September 2016

Burberry has released images and details of its inaugural “straight-to-consumer” collection and showcase ahead of its launch on 19 September.

The new collection is the first following Burberry’s announcement in February this year that it was changing the way it produces, shows and sells its collections, with a new direct from catwalk to store system and seasonless approach it calls “straight-to-consumer”.

The preview features two images from the campaign, which was photographed by Mario Testino.

Inspired by British author Virginia Woolf’s 1928 novel Orlando, the preview hints at a mix of masculine and feminine styles from different periods of history, including shirts with frilled ruff-like necks, embellished jackets and coats with a signature military overtone. The campaign also unviels a new bag shape for men and women, the equestrian-inspired Bridle.

It also features a number of Burberry artisans, including men and women from the mills and factories the brand works with from across the UK and Italy.

Burberry Campaign, September 2016

The straight-to-consumer collection will be unveiled at 7.30pm on Monday 19 September during London Fashion Week at a new venue at 1 Manette Street in London’s Soho, called Maker’s House.

Both the men’s and women’s collections will be shown together for the first time and are designed to be seasonless and to be worn immediately. The collections will arrive in Burberry stores immediately after the catwalk show.

The show venue will be open to the public from 21-27 September. Burberry has partnered with luxury London concept store The New Craftsmen to host a series of events and installations with British artisans.

“This campaign sets out to honour the many skilled craftspeople who work on Burberry’s iconic products,” said Burberry’s chief creative and chief executive officer Christopher Bailey.

“Just as Virginia Woolf’s Orlando is both a love-letter to the past and a work of profound modernity, this week-long exhibition aims to nod both to the design heritage that is so integral to Burberry’s identity, and to some of Britain’s most exciting creators, and the innovation and inspiration behind their work.”

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