June 22, 2020 |
Like many, we believed the inaugural digital London Fashion Week was going to be an anomaly in the yearly fashion calendar. Yet the severity of the Covid-19 global pandemic has made it clear that business won’t simply resume as normal once the September shows roll around. Fashion brands across the globe are having to adjust and re-think how they will debut their future collections through a digital format. Whilst the first digital LFW was mainly dominated by independent designers, the brilliant display of virtual exhibitions, one-of-one collections and collaborative fashion film demonstrated innovation can still prevail, even if it’s through our computer screens. Now Burberry has become the first major fashion house to reveal its plans for SS21. Set to take place in the British outdoors, the collection will be debuted as a live physical presentation that we can enjoy from the comfort of our own homes. Similarly to Burberry’s previous two catwalks, the show will be certified carbon neutral, ensuring the presentation’s environmental impact is reduced alongside offsetting remaining emissions through Burberry’s Regeneration Fund.
“As humans, we have always had a deep affinity to nature. We have had to respect and rely upon its power for our very existence, whilst marvelling and revelling in its extraordinary beauty,” says Riccardo Tisci, Burberry’s chief creative officer. “We have all yearned to reconnect again and for this show, I wanted to celebrate these feelings by bringing our community together in a creative experience that takes place within the beautiful, natural landscape of Britain.” Whilst the prospect of a live show, in nature, which we all watch on our computers, may seem like we’ve just taken five steps into the future, the September shows are shaping up to be highly experimental. Popcorn at the ready!
Burberry’s SS21 showcase will take place September 17 2020.
