LONDON FASHION WEEK
London Fashion Week, Day 4
- Published: 18/09/2012 at 11:59 AM
- Online news:
It's the forth day at London Fashion Week - the day before the final date. And like all dates before the final date at all Fashion Weeks, it's when the climax is to take place.
British whiz kid Christopher Kane showcased his eponymous line earlier in the day, followed by the real magnate of London Fashion Week - Burberry Prorsum, the latter giving the A-list crowd a blast of sumptuous metallic colours and a parade of reinterpreted heritage - the Burberry trench - reworked into cape and pouf-sleeve bolero. Summer's favourite like laces is worked onto outerwear while, apart from experiment with modern, innovative materials, chief creative officer Christopher Bailey also injects a touch of old-time glamour in peacock feathers.
Quite bright and hopeful collection, that is, considering the show was staged not long after the announcement of profit warning, and a fall of share price.
Not that the Brand isn't aware of the challenges. A pioneer in digital marketing, Burberry has push the boundary once again by inviting some VIPs and key buyers to, instead of their greenhouse show space at Kensington Gardens, the new flagship store. Invited guests viewed live streaming of the show, and saw the real items which were also displayed in the store up close. It's believd to be a strategic campaign to let buyers - usually being seated in the second or third rows in the show and subjected to less impressive view of the pieces - experience the items more closely, and be encouraged to place orders.
And well, buyers don't need to tolerate the fuss of screaming star gazers - who yesterday got to welcome the likes of Anna Wintour (I did saw her a bit on her way to backstage) Mario Testino (thanks god the iconic photographer let me take his pic on my iphone), Andy Murry (I did look for, but didn't see him, though), Dita von Teese (I saw her a few seats after Testino, and again outside) as well as ther British Olympians, whom I failed to spot although I could boast that I had world boxing champion Amir Khan next to me the entire show.
London Fashion Week continues until today, and will be followed by Milan and Paris.
About the author
- Writer: Samila Wenin
Position: Muse Editor