It’s hard in this over-saturated fashion market for brands to get ahead, do something different and original to capture the attention of millions of social media followers, as it isn’t just about impressing fashion editors and buyers anymore, especially during fashion week, as some collections can sell out on social hype alone. Well this season, Burberry has decided to celebrate the launch of its new ‘seasonless’ collection, aptly named ‘September’ with the opening of the Burberry Makers House, a week-long exhibition displaying Britain’s finest crafts makers to bring to life the inspiration behind Christopher Bailey’s collection in a new way.
I have to confess something, I think I’m probably the only fashion girl who doesn’t really love Burberry, in my head when I think Burberry, I think Daniella Westbrook all in checks, if you don’t know the image I mean, Google it, however, be warned it might taint your feelings on the brand forever . I know, the brand has come a long way since then, it was a long time ago, but something still makes me think of it. Well, I think the move to go ‘seasonless’ and to go for straight-to-consumer collections is such a great idea, especially as it means that they can stick to the classic, timeless pieces they are known for, while adding in extra special accessories, I’m totally loving the boots and bags in this collection.
For me, the Burberry Makers House, located in the old Foyles book store in Soho, is a clever way of showcasing the British brand’s heritage appeal, while also introducing crafts such as passementerie, which if you didn’t know process of making elaborate trimmings or tassels, sculpting, silk-screen painting, as well as embroidery, stitching, patchwork, and even book binding. The whole warehouse-like space was fascinating to walk round, I even got to talk Burberry archives and see old adverts from the brand, as well as be mesmerised by the incredible mood board gallery, featuring illustrations, swatches, inspiring from Virginia Woolf’s Orlando, and lots of sculptures.
The highlight though had to be the catwalk area showcasing the entire collection, all the women’s and menswear pieces shown during London Fashion Week, where you can look at the details, even touch the fabrics, and admire the craftsmanship, design, and styling, and literally swoon over the prospect of owning a piece. Yep, Burberry made me want to buy something, actually the whole Burberry Makers House experience has made me see the brand in a whole new light, and I want a piece of it.
There was something so dreamy about this collection, how it was presented in this space with V&A inspired prints gracing the carpet and upholstered benches, and the way in which it has been styled together. I’m basically in love with all the ruffled collars and cuffs, the brocade, the shearling, the 30s style printed PJ shirts, the tulle, the stripes, as well as the statement accessories. Anyone else totally in love with these boots and bags? Christopher Bailey has this ability to make things so wearable, while also being fashion-forward, and I’m sold, I want it all, I want to become a Burberry girl.
Make sure you leave yourself enough time to drool over the collection, be inspired by the craftsmen, as well as sit in the leafy courtyard surrounded by sculptures while enjoying a cup of tea and a slice of cake from the pop-up Thomas’s Cafe, which I still need to visit on Regent’s Street.
You don’t have long to enjoy, the Burberry Makers House is only open until September 27, 2016. If you are in London, try and visit, it’s free, and oh, so beautiful.