It’s not every day one gets to experience the length and breadth of a Fashion Week runway presentation physically, but with Burberry Prorsum, that doesn’t seem necessary anymore, what with their strong presence online. Like them on Facebook, follow them on Instagram and Twitter, and you’ll be pretty much be treated to a ploughman’s lunch (the brand is British, after all) of multi-sensory treats from behind-the-scenes peeks to short videos and everything else in between.
Having scored yet another first as far as the fashion world is concerned (no one else collaborated with Apple to use their yet-to-be-released iPhone5s to capture the runway show, did they?), they engaged as many shutterbugs as they could, comprising a host of tech-savvy fashionistas and tech-hungry geeks. And while the runway collection pleased many the girly-girl (and the mature woman who wouldn’t mind being 16 all over again), die-hard Apple fans also got to see the much anticipated iPhone5s in action, what with 3 gold iPhone5s’s encased in the camera that swung forward and back, taking panoramic views above everyone’s head, to all the backstage snapshots that included Harry Styles embracing Christopher Bailey after the show.
Other bits of genius included tweeting selected guests with snapshots taken in Burberry’s #BeautyBooth with models dressed in trench coats and the latest line of makeup from Burberry Beauty, each holding a placard with the guests’ Twitter handle (I didn’t get one though, Christopher), which basically killed 3 birds with one stone. Tweeted guests felt honoured, the models looked great with the makeup on and Burberry further reinforced its core product offering, the trench coat.
For someone who virtually lives online (yes, me), I fully appreciated the way this British brand embraces social media and continually finds new ways to enthral, though in all honesty, that would have come to nought without a stunning collection, which in the case of the S/S14 collection was quite literally the icing on the cake. Quite literally, because it was one that was filled with a dazzling array of pastel hues you would normally find on delicate macarons, from rose pink to pale yellow, from mint to berry red, on the lushest of fabrics from Scottish cashmere to English lace, along with felted merino wool, raw silk and soft cotton.
And with these fine ‘ingredients’ Christopher Bailey turned out confection after confection, from slouchy relaxed trench coats to delicate dresses made of intricate lace. It was a collection so pretty that Angela Ahrendts herself told Christopher Bailey that it was the most beautiful collection she’s seen to date.
At the end of it all, I can quite honestly say that I was enchanted. It was an endless series of cherished moments; while the innovative online endeavours offered those absent a peek into a runway presentation like no other, being there physically myself and seeing everything that was happening both online and in person all at once just made the whole experience even sweeter.
YOU SHOULD SEE: Burberry Prorsum S/S14 iPhone5 & iPhone5 Case Collection
YOU SHOULD SEE: S/S14 Womens Burberry Prorsum: Artists’ Impressions
YOU SHOULD SEE: Burberry To Present S/S14 Show With iPhone5s