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Luxury retailer Burberry is taking customer experience to the next level by personalising its made-to-order runway products with embedded technology that tells how the product is made. The Smart Personalisation service was launched to coincide with Burberry’s autumn/winter 2013 show at London Fashion Week. Custom made coats and bags from the collection can be personalised with a bespoke (touchscreen-enabled) nameplate that unlocks technology embedded in the items to unlock a unique video experience. This charts the item’s production including original sketches, runway edits, craftsmanship and personalisation. Having your own customised Burberry made to order for you complete with a bespoke nameplate – true luxury!

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The Burberry Prorsum Spring Ready-to-Wear show full of technicolour trenches and ruched corsets really gave people a reason to watch. Christopher Bailey claimed he wanted to communicate “a very British glamour.” For him, that appeared to be reminiscent of the 1940s with tap shorts, peplums, wedge heels, slinky pencil skirts, capes and corsets. Burberry whose history is so rooted in the practical seems to be headed toward escapism. The progressively more elaborate iterations of the classic trench from purest white through ruched pink and ombréd fuchsia to coppery lace and feathers proved ever versatile. The finale featured trenches of many colors, “so intense,” said the designer, “you could wring them out.”

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