Pret-a-Reporter

Burberry Unveils Campaign, Details for First See-Now, Buy-Now Show

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From left: Alex Dragulele, Jean Campbell and Cavan McCarthy for Burberry

And so it begins.

Burberry is hinting at what's to come for its first consumer-facing collection, which will debut Sept. 19 at 7:30 p.m. BST as part of London Fashion Week. On Monday, the British fashion house debuted its campaign that previews its September range, which is influenced by Virginia Woolf's Orlando — a novel about the representation of gender that was first published in 1928 before it was adapted into a film starring Tilda Swinton in 1992.

The ad — photographed by longtime collaborator Mario Testino at the sculpture gallery at Liverpool's Walker Art Gallery — stars musician Cavan McCarthy and models Alex Dragulele and Jean Campbell (who's been featured in Burberry's campaigns before) in Victorian-inspired ensembles. Testino also shot a series of portraits of Burberry artisans that helps bring the luxury label's vision to life, including a black-and-white photo of the pattern maker for Burberry's new Bridle bag.

As part of its September presentation, which will be held at "Makers House" in the heart of London's Soho, the brand has partnered with The New Craftsmen to showcase the work of British artisans and their products in a weeklong exhibit, Sept. 21-27, at the aforementioned venue. As the release explains, it will display "the original works by a selection of makers who will use this space to experiment and create, using the collection’s inspiration as the starting point for their work."

"Just as Virginia Woolf's Orlando is both a love-letter to the past and a work of profound modernity, this week-long exhibition aims to nod both to the design heritage that is so integral to Burberry's identity, and to some of Britain’s most exciting creators, and the innovation and inspiration behind their work," said chief creative officer (and soon to be ex-CEO) Christopher Bailey.

Burberry's upcoming show will feature both womenswear and menswear, and will be available for purchase immediately after the show. 

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