The label, which will be showing both men’s and women’s at a new location, also took a new slot on the LFW calendar. Its show moved from its usual 1 p.m. slot to 7:30 p.m..
The brand, which moved its runway show to Makers House in London’s Soho, will be live-streaming the showcase globally and for the first time on Facebook Live. In addition, it will be presented live on platforms including YouTube, WeChat and Kakao. The company will also launch on Facebook Messenger and will offer shoppers live customer service through its messaging system.
On Snapchat, Burberry will launch new geo-filters in various locations including London, New York and Los Angeles and will give access to users to apply the various filters. For WeChat users, two styles of the Bridle bag will be available for purchase exclusive to the platform’s in-app purchase. Meanwhile, Kaoko’s platform will allow users to navigate through the collection as a one-to-one A.I. experience.
With its see-now-buy-now format, the label’s entire collection consisting of 83 looks and more than 250 pieces will be available through its shops, straight after the runway show.
This season, Burberry has collaborated with The New Craftsmen, a British brand that promotes the work of “makers” — ceramicists, potters, leather, textile and jewelry designers, woodworkers, silversmiths and illustrators.
Makers House will be open to visitors from Sept. 21 to 27, and will showcase original works by the makers, who will use the space to experiment and create, using Burberry’s collection as their starting point.
Alongside the exhibit at Makers House, the company will host a series of activities including demonstrations in embellishments, calligraphy, embroidery, lacquer painting, miniature portraits, passementerie, patch working, sculpting, sand casting, silk-screen printing and stitching.
The Burberry Heritage archive team will host a lesson on the brand’s history. They will also stage theatrical readings by actors selected by the label, Pin Drop and the British Academy of Film and Television Arts — with a focus on Virginia Woolf’s novel “Orlando.” They will mount a pop-up of the brand’s restaurant Thomas’ and will set up a shop that will carry items designed by The New Craftsmen.