Burberry’s youth play
Burberry swapped out its interactive show format this season with a much-simplified version. In recent seasons it has created cultural exhibitions as its catwalk backdrop that are then open to the public for a week or so. This season – Christopher Bailey’s last collection for the brand – it took place in a vast, dark warehouse with plain Jane chairs lining the perimeter.
“At a certain point it’s hard not to wonder if all that immediate gratification just adds up to a lot of extraneous stuff. The fact is, it is possible to consume opinion and events (and carrots) without feeling the same need to consume garments. Clothes are signposts of personal communication, and as such they should be long-term acquisitions. Otherwise you risk identity whiplash.” (more…)
“It’s very much a cultural difference. In America, it’s inherent for people to buy. Europeans are a bit more classic in their approaches. There’s a stronghold in Europe when it comes to remaining loyal to heritage and culture, and history.”
Rony Zeidan, founder of the agency RO NY on the ‘see now, buy now’ phenomenon, Glossy.co (so it’s not just me then…)
WORDS: Disneyrollergirl/Navaz Batliwalla
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