Burberry’s conventionality gives London Fashion Week a boost

By: Himanshu Pandey & Michael Flint, Vogue+ Bureau, London | Feb 24, 2012

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Burberry Prorsum has been showcased in the British Capitol since 2009, prior to that the show was in Milan alongside that city’s big guns. Vogue+ Correspondents Himanshu Pandey & Michael Flint divulges how it gives London Fashion Week an ultra-glossy and unusually corporate international lift…

We’ve been exploring technology as a way of communicating to all our different communities for some time. I love that we can host this event in Hyde Park, take a piece of London and broadcast it all over the world to people wherever they are and whatever they are doing.

We stream the show from Burberry World to digital billboards – airports, news networks, train stations, your phone, your iPad or our bricks and mortar stores globally. Everything that we create lives on Burberry World – it’s our digital home but it’s all around us. The show is one of the most powerful expressions of this brand – we take every element of this physical experience and completely digitalize it.

Everything from the British weather, music, the design process, the collection and more can be explored here. It is an incredible year for London and we want to share the energy and excitement here with our broad global communities,” revealed Christopher Bailey, Chief Creative Officer.

Over 1500 guests attended the Burberry Prorsum 2012, Womens wear show in London’s Hyde Park earlier today including Rosie Huntington – Whiteley, Eddie Redmayne, Will.I.Am, Clemence Posey, Kate Bosworth, AlexaChung, Jeremy Irvine, Denise Lewis, SamanthaCameron, Anna Wintour, Mario Testino, Harold Tillman, Michael Polish, Alexandra Roach, Greg James, One Night Only, The Foals, The Feeling, Rae Morris, Charlie Fink, Sam Beeton, Misty Miller, Will Young, Rob Pryor, Girls Generation, Ebru Salli, SONAM KAPOOR, Jolin Tsai, Giorgia Surina, Gabriella Wilde, Alison Mosshart, Jade Williams, Jacquetta Wheeler, Laura Bailey, Donna Air, Leigh Lezark, Vanessa Raw, Vivian Hsu and the likes.

Burberry created an immersive physical and digital British weather experience with an interior and exterior special-effects rainstorm surrounding the entire show space, as part of the show finale.

(Shama Abdullah Shaik from Milan contributed reporting)