Buy it now: how successful will the Gosha X Burberry capsule collection be?
The Gosha X Burberry capsule collection goes on sale on Saturday. It’s weird because I feel like this is almost old news considering we first heard about the collab back in June (and yes, my inner slow fashion advocate hates myself for thinking this…).
In normal fashion timing it’s not old news, but in Burberry see-now-buy-now land, it feels like a lifetime. We saw it on the runway, then in photography shown at the Here We Are exhibition in September and most recently worn by celebrities on the red carpet and in fashion mag editorials. Here’s Daisy Ridley in V magazine…
I’m interested to see the pickup on this collection as I feel like it’s symbolic of a cool new direction for Burberry. I definitely noticed a cooler customer (read: younger, hypebeast-oriented) in the Regent Street flagship before Christmas, perusing the painted trench coats, kilts and hand knitted socks and buying multiples of Burberry check silk scarves.
The Gosha X Burberry capsule collection will be available online (at 11am GMT) and in selected stores globally from 6 January 2018 at Burberry, Dover Street Market, and Comme des Garçons concessions. Side note: for a brand that’s been a pioneer in e-commerce, it’s interesting how the ‘big drop’ theatre of hype commerce – being seen to be buying it – is still so important.
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WORDS: Disneyrollergirl/Navaz Batliwalla
IMAGES: Gosha X Burberry capsule collection 2018 by Gosha Rubchinskiy; Daisy Ridley by Inez and Vinoodh for V Magazine
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