LONDON — Burberry has a new home in the heart of Knightsbridge, and the mood is weekend luxury. There are exclusive cashmere knits, cozy quilted jackets and a Tartan room where customers can order bespoke kilts for a Saturday night of Scottish...
LONDON — Burberry has a new home in the heart of Knightsbridge, and the mood is weekend luxury. There are exclusive cashmere knits, cozy quilted jackets and a Tartan room where customers can order bespoke kilts for a Saturday night of Scottish reeling.
The store, which opened early last week, is located across the street from London’s retail icon Harvey Nichols and near to that other icon, Harrods. It’s housed in the former Scotch House, a Burberry subsidiary, now closed, that for years was a mecca for fans of Scottish tartan and cashmere. The site is Burberry’s third London flagship after its stores in New Bond and Regent Streets.
"This concludes our London retail strategy," said Burberry chief executive Rose Marie Bravo during a walk-through last Tuesday. "It’s a more residential area, so we’re expecting more customers from the neighborhood, more young families with strollers — compared with the Bond and Regent Street stores, which draw a higher percentage of tourists."
To adapt to the different environment, the two-floor, 10,000-square-foot store has a larger children’s area than the other Burberry units and a wider selection of casual and weekend coats, as well as soft accessories like scarves and wraps. It also offers an exclusive cashmere knit collection for men. "We wanted to capture some of the classifications of Scotch House, and those sweaters, made in Scotland, were the hallmark of that store," said Bravo.
But this isn’t just another Burberry flagship. The Knightsbridge store is the only Burberry unit where customers will be able to have bespoke kilts made in their family’s tartan; the Tartan room is another legacy of the former Scotch House. It also features the company’s new home collection — Christmas ornaments are already sold out —and the relaunched Burberry watch line. And while it carries all merchandise categories under the brand’s London and Prorsum collections, it also will offer a made-to-measure trench-coat service for men and women, and a tailoring service for men.
Stanley Tucker, senior vice president, men’s wear, said some special lines and classifications have been developed especially for the store. "We’ve used leather for English icon products like the duffel coat, reinterpreted the check for men in crewneck and turtleneck sweaters and expanded the offering of tailored clothing." Tucker also pointed to a shiny case filled with antique cuff links that he discovered himself at markets in Britain.The interiors were designed by Mark Pinney Associates and Burberry’s visual and store planning team.
The facade is a blend of classic and ultramodern. There are 10 windows facing Brompton Road and Knightsbridge, with a two-floor glass facade at the fork formed by the two streets. Bravo said the facade will be a "canvas" for Burberry’s mood of the moment. The first theme will be — what else? — Christmas.
Burberry’s new watch collection, made by Fossil and launched earlier this month, is located on the ground floor and features three design groups. There are Thirties- and Forties-inspired timepieces, sports watches that Antarctic explorer Ernest Shackleton would have been proud to wear, and ladylike designs with an engraved trademark check.
Burberry design director Christopher Bailey called the watches "important" styles that are destined to endure. "These are not just fashion watches, they’re classic. They’re meant to last and be passed down through generations. It’s about endurance and heritage, not gimmick," he said last week during an interview at Burberry headquarters in Haymarket. He was wearing a chronograph with a perforated leather strap.
Each watch has a serial number that can be traced to the owner and point of sale, and which will make servicing easier. Prices range from about $300 to $800, and can go as high as $2,000. The watches will be sold in all of Burberry’s directly operated stores worldwide and a selection of wholesale retailers.
EXCLUSIVE: @tomford is opening its first-ever beauty store. The boutique, which opens November 20 in London’s Covent Gardens, was designed with the over-the-top glam Ford is known for. Read the full story on WWD.com, link in bio. #wwdbeauty #wwdnews (📷: Simon Wagner) #TomFordBeauty
New York-based DJ @harleyvnewton threw a party to celebrate the holiday collection of her dress and pajama line @hvn at the Ladurée Beverly Hills. It Girls @katebosworth, @rashidajones and more joined in on the fun, which included cocktails, croque monsieur sandwiches and a photo booth. #wwdfashion (📷: Owen Kolasinski/BFA.com)
For the holidays, @Burberry partnered with 20-year-old artist @blondeymccoy on a series of three outdoor murals in downtown Manhattan. The murals are McCoy’s interpretation of a Christmas eve party, the idea of charity and the spirit of family. His third mural, pictured here, is the most personal. The image depicts McCoy’s grandparents and father in London’s Trafalgar Square in the Seventies. “My work often features lots of sentimental objects.” #wwdeye
For spring 2018, designers applied bold colors and cartoonish motifs on everything from sneakers and belts to key chains. See all the top men’s accessories trends on WWD.com. #wwdtrends (📷: George Chinsee; Prop Styling by @rnasti; Market Editor: @luiscampuzano)
The @dior-sponsored @guggenheim international gala pre-party has a history of drawing cool-girl musical acts to serenade the crowd –– and last night was no exception. @haimtheband performed songs both new and old, and lured a star-studded audience with the likes of Rebecca Hall, Kate Mara, Mamoudou Athie and more. #wwdeye (📷: @lexieblacklock)
In a partnership between the @metopera and the @englishnationalopera, “Marnie” was born. The opera, with costumes sponsored by @mrporterlive, is an adaptation of the 1961 thriller by Winston Graham. Arianne Phillips, who created the costumes, is no rookie: She’s styled Madonna for her tours and created costumes for a myriad of films in the past. Read WWD’s interview with Phillips, where she talks about her inspiration for the opera’s costumes on WWD.com #wwdfashion
@barneysnyc took a different approach to their holiday windows this year. Instead of Christmas decor, Barneys tapped @thehaasbrothers to tell a story of positivity, gratitude and inclusivity via heartwarming silliness and humor. “It’s about kids and it’s about coming together and being family and loving each other,” said Simon Haas. #wwdfashion (📷: @joshuascottphoto)
Beauty influencer @kandeejohnson makes her foray into hair care with a collaboration with @ogx_beauty — making it the first time that OGX has teamed up for a product creation. The collab includes shampoos and conditioners in three scents. At 39 and a mom, Johnson is a different profile than the emerging social media stars, but is considered one of the pioneers of the digital beauty influencer world. Read WWD’s interview with her on wwd.com, including the strangest beauty product she’s ever tried #wwdbeauty