Burberry’s Spring 2021 Show Will Be A Live Digital Experience
Burberry to launch ‘Burberry In Nature: An Immersive Show Experience Set In The British Outdoors’ for Spring 2021 Show in September
The old adage proves true, ‘the show must go on’ the real challenge posed by Covid-19 is how? On September 17, Burberry will steam their Spring 21′ collection for viewers and industry notables at home, with the intent of wedding reality with the virtual world (aka phygital). Burberry explains that the digital transition presents an opportunity for them to amplify the standard show experience. All within their own backyard as the event will showcase the British outdoors, in aims of connecting the global community to nature’s purity and simplicity, and reconnecting with one another.
As humans, we have always had a deep affinity to nature. We have had to respect and rely upon its power for our very existence, whilst marvelling and revelling in its extraordinary beauty. Especially recently, we have all yearned to reconnect again and for this show, I wanted to celebrate these feelings by bringing our community together in a creative experience that takes place within the beautiful, natural landscape of Britain.
– Riccardo Tisci, Chief Creative Officer Burberry
The announcement comes at a time when the industry has called into question how design houses will address the next round of major shows in September. Both Saint Laurent and Michael Kors have announced moving to their own rhythm for Spring 2021 by going off calendar and going digital for Spring 2021. Burberry’s announcement will likely lead the way for other houses to follow suit, showing sans an in-person audience until the safety of crowds can be assured.