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LFW: Burberry Tweetwalk

By

Sep 20, 2011

Burberry on Monday pitched a giant plastic tent in Kensington Gardens in Hyde Park to showcase its Spring Summer 2011 collection. The British luxury giant tweeted every look on Twitter before models took their catwalk exit, making the most of its social media connections, which currently stands at over 8,000.000 Facebook friends. So too, its customers could order the catwalk pieces directly from their website, and expect runway pieces to arrive within 8 weeks of placing orders.

But back to the clothes, Burberry's Creative Director Christopher Bailey focused on artisan touches this season, be it handsewn detailing seen a textured trench, crochet stitching, leather sleeved parka, embroidered t-shirts or woven raffia trims.

The lack of pretence and bling made it a show of desirable separates that without doubt will satisfy Burberry's core customer and appeal to new customers the company hopes to reach with its ferocious global networking campaign.

What struck odd was the heavy weighted feeling of the collection, with knitwear and outerwear shown as the most predominant looks. Surely a catwalk collection is about creating a mood, and as romantic as it was, with Jeff Beck singing "I put a spell on you" over the speakers, a lighter touch would not have gone amiss.

Image: Burberry SS12