Suhad Shtayyeh
Amman, September 13, 2018
by Suhad Shtayyeh

It’s A Brave New World For Burberry

All You Need to Know About Riccardo Tisci’s Burberry

As New York Fashion week draws to a close we prepare ourselves for all the delights of LFW and there are a few! The three most important events on the schedule are of course Burberry’s show scheduled for September 17, under the direction of new Creative Director Riccardo Tisci previously at Givenchy. There is also Victoria Beckham’s 10th year show and Alexa Chung’s first runway show ever.

Back to the iconic British brand Burberry, knowledge is power! Here are all the changes you need to know about.

1 || Farewell Christopher Bailey

After more than 16 years at the helm of the brand, Christopher Bailey bid the fashion world farewell with a colorful Fall 2018 that served as an autobiography of where it all began for Bailey. The designer who also played a role as CEO for a few years then dutifully handed the reins over to Italian bad boy of fashion Riccardo Tisci, who himself had ended his 12 year tenure as Creative Director of Givenchy in February 2017. Riccardo was famously succeeded by Clare Waight Keller previously at Chloé, who went on to design the wedding dress of the decade, Meghan Markle’s.

2 || Hello Riccardo Tisci

When you take over a brand…what-ya-gonna-do? (Please add ghostbusters music to the background), why change the logo of course (just ask Hedi Slimane who axed the Yves from YSL and the accent off Celine)!

Riccardo Tisci’s first mark on the brand came in the form of a reworked brand logo, by British Art Director Peter Saville. A cleaner, more modern, less traditional interpretation of the 162-year-old Burberry brand.

A short time afterwards the new monogram was introduced via Instagram. A more pronounced weave, accentuating the letter B for Burberry.

Yesterday, Riccardo Tisci himself teased his polo for the brand. The traditional golden patch replaced with a TB (Thomas Burberry) logo that looks a little like the New York Yankees insignia.

3 || See Now Buy Now

Burberry was one of the first brands to adopt the see-now buy-now formula. Providing buying customers the opportunity to purchase show pieces right after the show (which means that you had to be at the show or on the site). This season the brand will take it a step further by providing customers with a completely digital experience (similar to Tommy Hilfiger’s model). A select number of pieces will drop on Instagram shortly after the show on September 17th, and will be available for purchase for a mere 24 hour period. The Regent st. flagship store will also sell some of the pieces.

4 || The Drop Model

Burberry has opted for the highly popular ‘drop’ model, which translates to a monthly collection or delivery. These collections will then be heavily advertised creating a frenzy of must-have pieces. These drops also have the ‘limited edition’ element which forces people to act fast for fear of items selling out.

Another popular model that Burberry will adopt will be that of collaborations. They have already announced a Vivienne Westwood partnership due out December, 2018.

5 || Social Responsibility

Burberry has followed suit, and pledged to stop the use of real fur in its collections. It has also promised to stop destroying unsaleable products, as part of its five-year responsibility agenda, which will see the brand explore a number of sustainable options.

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Sep 13, 2018