It’s the first time the brand has created a bespoke digital selling experience for its social channels

OLIVIA PETTER

Burberry is always a highlight on the London Fashion Week schedule, but this season’s show is one of the most hotly-anticipated yet. Marking Riccardo Tisci’s debut after the former Givenchy frontman was announced as creative director in March, following Christopher Bailey’s departure, the fashion industry is rife with rumours as to how Tisci will revamp the British heritage brand.   Now, Burberry has announced that fans will be able to purchase limited edition pieces from Tisci’s first collection through a series of 24-hour product releases. The pieces will be sold via Burberry’s Instagram and WeChat accounts from 5.30pm BST on Monday 17 September – approximately half an hour after the show is due to finish. Burberry’s flagship Regent Street store will also carry some of the 24-hour product releases, featuring “individually themed rooms which collectively celebrate the past and future of Burberry through product,” the brand revealed. Burberry was one of the first designers to adopt a runway-to-retail model, which allowed customers to buy every piece from a seasonless collection immediately after it was shown at London Fashion Week in September 2016.   Despite always being at the vanguard of digital technology, this is the first time that Burberry has launched a bespoke digital selling experience for customers that will operate exclusively on social media channels. The announcement follows last week’s news that Burberry will no longer be using real fur in its collections, nor will it continue to destroy unsaleable products as part of its five-year responsibility agenda, which will see the brand implore a number of sustainable initiatives. While speculations are rife as to what Tisci’s Burberry will look like, fans were given a sneak peak last month when the brand unveiled its new logo, designed by British art director Peter Saville.   The rebranding – which also included an eye-catching new monogram – marked a monumental change for the 162-year-old label, which had been using the same logo for 20 years. As for the collection itself, Tisci’s sartorial vision will remain shrouded in secrecy until Monday. The fashion world waits with bated breath.     Source: The Independent    

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