LONDON FASHION WEEK: BURBERRY

Posted on by Cameron Tewson

There’s a new, very common tendency in fashion for speeding up the sales. While in the past, that was done by launching a new perfume, today, it’s making the clothes feel Vetements (with some smaller or bigger alternations). In case of Burberry, Christopher Bailey‘s strategy was to pin-up that popularly over-sized, ‘I don’t care how I look’ style to the brand’s biggest heritage – the Burberry check – that lately wasn’t a top-seller. The bootleg power has its impact, after all, and as the current consumer fancies looking cheap, that’s a very, very good shot.

Following the successful recipe of many brands, Bailey invited the ‘cool pack’ to collaborate in the new season. So we’ve got Gosha Rubchinskiy, who has already presented a glimpse of the Burberry collab in his recent menswear collection that took place last June in Saint Petersburg. The Russian photographer, known for capturing the post-Soviet skate youth and rave scene, also contributed to Burberry’s photography exhibition, ‘Here We Are‘, curated by Alasdair McLellan. But back to the clothes: not that the overall collection was bad.

Quite opposite – it was one of the best Burberry collections in a while, finally. Lots of heavy knitwear worn over sheer dresses (lovely, rustical mood of Scottish highlands); PVC jackets in pastel pink; and of course, checks covering everything from coats to the ‘chav’ inspired caps. The effect? Sure, I took out my well-forgotten, beige scarf for a walk. Looked at it with a ‘fresh’ eye. But if taking a closer look at that Gosha-coolness of this collection, Burberry’s new-season directions says as follows: ‘desperate’.

About Cameron Tewson

Cameron Tewson is the editor and founder of frontrowedit.co.uk. The online media outlet which launched in 2012 was designed to share his thoughts and observations within the fashion & luxury industry. Rising through the ranks. Since leaving school at the tender age of 16, Cameron has consulted for leading global organisations and has been named one of the 7th top influencers to follow as well as a 30 under 30 rising star in the UK. He can be found instagramming at @camerontewson View all posts by Cameron Tewson →