Burberry showed its Prorsum menswear Spring/Summer 2014 collection in London’s Kensington Gardens on Tuesday. Guests included musicians Tinie Tempah, Serge Pizzorno, Khalil Fong and Dan Gillespie Sells; actors Hugh Dancy, Douglas Booth, Jamie Campbell Bower, Suki Waterhouse, Chen Kun, Eros Galbiati and Bolin Chen.
“London is our home town – it brims with creative energy and we are so proud to have shown our menswear collection here. I wanted this collection to celebrate the uniquely spirited and charming British aesthetic, with a nod and a wink to the unmistakable style of Hockney and Bennett”
Christopher Bailey, Burberry Chief Creative Officer
Part of London Collections: Men, the event marked the first Burberry menswear show in the brand’s home town after over ten years in Milan. Burberry has supported London Collections: Men since its launch in June 2012, celebrating British menswear through events at its London stores.
The British show soundtrack featured musicians George Ezra, Clare Maguire, Squeeze and The Divine Comedy.
RUNWAY MADE TO ORDER EVOLVES
The show marked the expansion of Runway Made to Order, the Burberry service introduced in February 2013. Custom-made coats, bags and accessories – including eyewear and watches for the first time – are now available to purchase and personalise immediately after the show on Burberry.com for one week until Tuesday 25 June.
Runway Made to Order allows customers worldwide to be the first to own and personalise next season’s collection months before it arrives in store. Engraved nameplates can be added to outerwear and bags, and for the first time, eyewear can also be personalised with initials, all for delivery within eight weeks. The Britain Bright watch is available in a full resin limited edition and can be made to order with customers’ initials engraved directly onto the
Swiss Made movement, for delivery in autumn 2013.
Through the brand’s smart personalisation service, the creative story behind each item ordered via Runway Made to Order is brought to life digitally, allowing customers to opt in for content that charts the journey of their handmade product, which can be shared across social media platforms for the first time.
The Spring/Summer 2014 collection is a celebration of artistic and intellectual spirit, with a nod and a wink to Alan Bennett and David Hockney
Fabrics: Cashmere, silk, linen, cotton
Styles: Knitwear as outerwear, shirts as outerwear, unstructured silk cabans, coats and jackets, The New Tailoring (The Artist’s Jacket and The Loose Tie), unstructured paperweight trench coats, a collection of relaxed knits, cagoules and sou’westers
Colours: All the blues, all the greys, camel, olive, terracotta, white, pink, dusty yellow, dusty green, bright red, bright green, bright yellow, bright blue
Accessories: Introducing The Duffle bag, The Duffle Pouch, The Wave Sunglasses and The Britain Bright Limited Edition watch
LIVE CROSS PLATFORM SHOW EXPERIENCE
Viewers globally were able to experience the show instantly through video, imagery and music across multiple Burberry platforms including Burberry.com, Facebook, Instagram and Twitter – including the ‘show in 6 seconds’ on Vine. The show experience on Burberry.com was fully optimised for mobile, allowing users to follow the Burberry social stream, explore runway looks in detail and purchase and personalise the collection immediately after the show.
The show was streamed to the brand’s flagship stores in London’s Regent Street, Milan, Paris and Hong Kong, and can be watched in full on demand at Burberry.com and Facebook on multiple devices.
Burberry, which is headquartered in London, was founded in 1856. It is listed on the London Stock Exchange (BRBY.L) and is a constituent of the FTSE 100 index