There is absolutely no doubt that Burberry is the number one fashion luxury brand when it comes to boosting the brand's value through digital innovation. This has become more and more obvious over the years. But it was only until this season that I have experienced it for myself and seen how it works!
I was invited to go to their Regent Street flagship store and watch the live stream of the latest AW14 menswear collection, alongside an impressive number of private clients and members of the press. Not your normal live stream however, as the entire collection was made to order and available to purchase immediately after the show, with options to personalise and mix various fabrics, colours according to one's unique, exquisite taste.
The highlights of the collection include the St. Ives bag in hand-painted leather, suede and British woven blankets and authentic rugs and the first-time introduced knitwear pieces and silk scarves. Named as the "Painterly Journey", the inspiration behind the collection came from the works of artists such as Ben Nicholson, Christopher Wood, Lucian Freud and Duncan Grant. Bailey's painting is an array of lightweight silks, cashmeres and wools in beautiful dark plum, tangerine, ink blue, bottle green and bitter chocolate colours to name a few.
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| Courtesy of Burberry |
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| Courtesy of Burberry |
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| Courtesy of Burberry |
Through Runway Made to Order, customers can also create bespoke versions of the St. Ives bag that feature in the collection, with six iconic global city skylines available to combine with a selection of leather backgrounds. In additions, one-off hand-painted St. Ives bags are also available to order, alongside versions crafted from individual rugs and blankets, making each piece unique.
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| Courtesy of Burberry |
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| Courtesy of Burberry |
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| Courtesy of Burberry |
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| Courtesy of Burberry |
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| Courtesy of Burberry |
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| Courtesy of Burberry |
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