Burberry Prepares for First 'Seasonless' Show with New Campaign

For this upcoming London Fashion Week in September, Burberry will take its first step in combining its men's and women's shows together into a single, straight-to-consumer September Show. This replaces the traditional four-show annual calendar with seasonless and more consumer-centric clothing collections, a shift that many other fashion brands are also following. 

According to Burberry's Chief Creative and Executive Officer Christopher Bailey, the changes allow the brand to "connection between the experience that we create with our runway shows and the moment when people can physically explore the collections for themselves,". The September Show will take place at a brand new show venue, the "Makers House" at 1 Manette Street in the heart of Soho, London on 19 September 2016 during London Fashion Week. 

The new collection is inspired by Virginia Woolf's gender-warping, self-discovery, Victorian novel "Orlando", which lends its contrasting themes of masculinity and femininity. The Bridle, a new bag for both men and women (see below), makes its debut in this collection, taking cues from classic British equestrian designs and Burberry's outdoor heritage.

Shot by Mario Testino at the Walker Art Gallery in Liverpool, the campaign features British models Jean Campbell and Alex Dragulele, along with musician Cavan McCarthy from the band Swim Deep. Also featured is Piero Calosi, the pattern maker for the new Bridle bag. 

Copyright Burberry/Testino

Copyright Burberry/Testino

Discover more on burberry.com
Burberry, Shops 101 & 201, Pacific Place, 88 Queensway, Admiralty, Hong Kong.

All images copyright Burberry/Testino, courtesy of Burberry.