London Fashion Week: Burberry To Stage Live, Outdoor Show In September

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Burberry Menswear Fall 2020.

LONDON Riccardo Tisci‘s Burberry will stage a spring 2021 outdoor show in September, you will be able to view it digitally.

The British label is the first big brand after Fendi to set a date for the September fashion weeks, which will no doubt be an unconventional, hybrid physical/digital affair, given fewer flights and quarantines; masks and social distancing measures, and strict attention to crowd control. Fendi said last week it plans to show a coed spring collection at its Roman headquarters on Sept. 22.

The Burberry show will take place on Sept. 17Tisci’s lucky number — and on the eve of London Fashion Week, which runs from Sept. 18 to 22. Tisci said he wanted to channel the “purity and simplicity of the outdoors” and redefine the fashion landscape through new forms of expression.

As humans, we have always had a deep affinity to nature. Especially recently, we have all yearned to reconnect again, and for this show, I wanted to celebrate these feelings by bringing our community together in a creative experience that takes place within the beautiful, natural landscape of Britain,” Tisci said.

DM Fashion Book reported that Tisci took the creative helm at Burberry in March 2018 (see it here).

Tisci talked exclusively to WWD about the September show and the reasoning behind it. See some excerpts below:

Burberry Womenswear Fall 2020.

Burberry Menswear Fall 2020.

WWD: How will the September show unfold?

Riccardo Tisci: It will be a physical presentation that is open for all to experience digitally. I felt that through this concept, we could open new spaces to our community around the world and give everyone the opportunity to experience it together.

Other than the models and our team, there will not be anybody physically at the location. As most people are unable to travel, it was important for me to create a space where anybody would be able to engage with, and immerse themselves in the show experience. I am so excited for everybody to be involved.

WWD: Can you talk a little more about the show concept, and what sort of mood you want to conjure?

R.T.: Particularly recently, I have fantasized about escapism and the ability to express myself creatively. I felt a call back to the purity and simplicity of being at one with nature. I wanted to celebrate these feelings by bringing our community together in a creative experience that takes place within the beautiful, natural landscape of Britain. Our founder, Thomas Burberry, also had a close affinity with nature and the elements, so there was definitely this sense of us coming back to our heritage, back to our roots.

Burberry Womenswear Fall 2020.

Burberry Menswear Fall 2020.

WWD: Can anything replace a physical fashion show? How important is the show moment in your creative process, and for conveying your message each season?

R.T.: I do not believe that fashion weeks are to be stopped, they just need to be reimagined for the world we live in now. You know, there is nothing like the experience of being at a fashion show — the energy in the room, the anticipation, excitement — it is something beautiful that I would not want to see lost.

But we must recognize that the world is changing, and we must adapt and redefine our landscape through new forms of expression. Ultimately, to me, it will always be important to keep a physicality to fashion, to be able to see and understand the texture and movements of clothes, but in new ways.

I also feel that fashion has lost its sense of emotion in recent years. When I began my career, there was a real, emotional energy to the industry — designers like [Martin] Margiela, Ann Demeulemeester and [Alexander] McQueen were giving out this raw emotion in their designs. Don’t get me wrong, creativity has definitely been there, but that sense of real identity has been a little bit missing. I think pulling collections back to their true essence will bring back a purity to fashion.

Burberry Womenswear Fall 2020.

Burberry Menswear Fall 2020.

WWD: What about your choice to engage the public? Why is it important that they have access to this show?

R.T.: Recently, it has been important, now more than ever, to connect, collaborate and create — it made total sense to me to present a show experience, which meant that anyone could engage and feel involved. This democratization of creativity and this spirit of community is something that has always been close to my heart personally.

Burberry Menswear Fall 2020.

Photos Credit: Filippo Fior / Gorunway.com

Source: WWD

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Donovan

Donovan is the CEO and Editor-In-Chief of www.dmfashionbook.com. For all general inquiries please email don@dmfashionbook.com Donovan has a BA in Journalism & Media Studies from the prestigious Rutgers University. He's currently studying entertainment and fashion law.

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