by Kenneth Richard | The Impressionist
Burberry took the fashion show game up a notch yesterday offering an enriching luxurious experience for both the attendees and those watching from afar. Taking a cue from award shows and film festivals, Chief Creative/CEO Christopher Bailey and team leveraged every asset from the limo drop off to technology turning the otherwise traditional affair into an event on par with that of a globally broadcast star studded gala. Along the way Burberry captured, edited, and quickly released online a sublime 360 film of the event giving viewers a holistic experience with looks from the show available exclusively to shop on the same browser page. Designers and brands take note, the game has changed.
Entrances to fashion shows are often a show within themselves, with paparazzi hovering about looking to capitalize on attendees and onlookers stopping to simply add to their portfolio of sightings. Held at a special built glass-atrium venue in Kensington Gardens, Burberry’s team wisely turned the entire experience into a marketing opportunity similar to a red carpet event with onlookers sequestered behind barricades and paparazzi corralled into a zone. The result turned fashion royalty such as Anna Wintour and Mario Testino into crowd waving celebrities giving cameras and fans room to swoon. Meanwhile Burberry’s own cameras filmed the experience from limo drop-off to doorstep giving those at home the best seat in the house.
The dynamic duo of Kate Moss and Cara Delevingne, who both recently starred in Burberry’s new fragrance ad, which we covered earlier, arrived together holding hands creating the perfect paparazzi moment. While Cara, or Kate for that matter, could have easily walked the show, Burberry was smart to have them as star attendees knowing their shot in front of the venue would be the golden ticket to worldwide press.
Burberry’s cameras captured the show as a sport with long lenses providing sweeping panoramic views and overhead action shots, all quickly edited with grace and layered into a featurette of the show itself. The venue was treated as a stadium with the camera showing off its design and ingenuity complete with graphics reflecting the shows theme of ‘fragility and strength’, which was influenced by 1940s books on the insects, and wildlife of Britain.
Inside the spectators were also captured as part of the show while listening to a live solo performance by James Bay. As Burberry models paraded by in peplum denim jackets and collaged chiffon dresses, the cameras not only filmed the show, but the audience’s reaction to the show. All of this added to the dimension of the experience as traditionally, fashion shows have been presented one-dimensionally by a single front facing camera.
Burberry has always been at the forefront of using online technology to connect and communicate. A visit to their website immediately post show gave not only the video of the show, but an edited feature of the entire event itself. Our hats off to their editing team who must have lightning hands. Additionally until September 29, a large selection of items from the show is available to shop immediately.
The show itself was stunning as we featured, but the production, communication and forethought to maximize the experience not just for the ~1,000 attendees but worldwide, was inspiring. It’s unique to see such an old house, doing new tricks.
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