- Share this article on Facebook
- Share this article on Twitter
- Share this article on Flipboard
- Share this article on Email
- Show additional share options
- Share this article on Linkedin
- Share this article on Pinit
- Share this article on Reddit
- Share this article on Tumblr
- Share this article on Whatsapp
- Share this article on Print
- Share this article on Comment
While most major fashion houses have already debuted their fall ad campaigns — many of which can be found in the glossy September issues, currently on newsstands — Burberry fans have been kept patiently waiting, because of the brand’s decision to hold its first in-season, see-now, buy-now show, scheduled for Sept. 19 at 7:30 p.m. BST as part of London Fashion Week. Only not quite.
Perhaps taking a page from the entertainment business playbook, last week Burberry teased shoppers with a waist-up glimpse of its androgynous fall collection, inspired by Virginia Woolf’s Orlando.
Over the weekend, the brand offered another sneak peek at the Victorian era-inspired collection, this time via Zoe Saldana. The actress stepped out in a velvet jacquard long-sleeve look while promoting Star Trek Beyond in Beijing, pairing the look with a nude pump and chic chignon.
And just today, the brand’s My Burberry fragrance ambassador, Lily James, was spotted in a black off-the-shoulder look — featuring the same sheer, geometric pattern as Saldana’s dress — while attending the My Burberry Black launch event in London. Like Saldana, James kept the ensemble fairly simple, adding only a pair of black pumps and a smoky eye.
The backwards, red carpet-before-runway strategy is an interesting one in context of the “see-now, buy-now” approach that Burberry, Tom Ford and Tommy Hilfiger will be trying out for the first time on the runways next month. The calendar shift is an attempt to woo consumers with in-season clothing available to buy at the same time it comes down the runways (instead of clothing shown four to six months ahead of landing in stores, a timetable traditionally dictated by long-lead media and retailers), and capitalize on interest generated by the runway shows on social media.
With almost a month left until its London Fashion Week show and fall collection on-sale date, Burberry still has plenty of time to pique the public’s interest by seeding a few more celeb sightings.
Time will tell if other see-now, buy-now brands will follow suit by teasing their collections on the red carpet.
Sign up for THR news straight to your inbox every day
More from The Hollywood Reporter
‘Barbie’ Production Prompted International Shortage of Pink Paint for Greta Gerwig’s Film
‘Spider-Man: Across the Spider-Verse’ Star Shameik Moore Says He Would Put His “Entire Being” Into Playing Miles Morales in Live-Action
‘Spider-Man: Across the Spider-Verse’ Star Hailee Steinfeld Talks Gwen’s Emotional Story and Live-Action Spider-Woman Possibilities