SHOWING OFF: Burberry will be taking its February collection straight from the runway to the shop floor next week, when it puts its newest collection on display at the 121 Regent Street flagship store in London for a limited time.
The collection will remain in-store for a week before moving to Burberry’s Faubourg Saint-Honoré flagship in Paris. Shoppers in both cities will be able to pre-order some pieces.
Monday’s show will also be the first time that Burberry presents its women’s collection under the new singular Burberry label. As reported, the new label unifies the previous Prorsum, London and Brit lines.
The British brand will live-stream its collection on Apple TV and burberry.com following the show. Customers will also be able to use a Burberry app to watch the show again and explore the collections in greater detail using Apple Remote.
Viewers using the app will be able to request a call from Burberry customer services consultants to pre-order select pieces.
In addition, starting today, Burberry social channels will reveal key runway looks as well as images of the brand’s custom-built runway space ahead of Monday’s show in Kensington Gardens. The previews will appear on Facebook, Google+, Twitter, Instagram, Sina Weibo, LINE, YouTube and YouKu.
This season marks the end of a chapter for Burberry. Come September, the company plans to show seasonless men’s and women’s wear collections together, on the runway, twice a year. In addition, it will make all the collections immediately available online and in-store.
“From live-streams, to ordering straight from the runway, to live social media campaigns, this is the latest step in a creative process that will continue to evolve,” said Burberry’s chief creative and chief executive officer Christopher Bailey earlier this month.