The broadcast of the Burberry Prorsum Autumn Winter 2012 catwalk show around the world was to a very different kind of audience.
The fact that we, the public now have access to such a spectacle formerly solely reserved for press, buyers and perhaps a select few celebrities, is quite remarkable, and symptomatic of the British brands push toward the digital sphere and the constant reworking of the industry as it stands.
Last season Bailey, Chief Creative of Burberry and the the man behind the transformation from a rather tired house into one with an unmistakable identity is famed for his techno-savvy approach at Burberry (a brand steeped in British heritage) presented a bohemian collection bursting with tribal prints in a kaleidoscopic colour spectrum underpinned of course by the traditional English eccentricity that dictates the brands voice. Who knows what delights tomorrow may bring but we can be sure to see the impeccably tailored and finished jackets and outwear the brand thrives in.
Burberry’s openness and public access is not for everyone, the worry being overexposure and lack of exclusivity- regardless, there is no doubt it is a carefully orchestrated plan. Allowing people to interact with fashion by means of technology is nothing short of digital mastery-simply giving us the opportunity to gain an understanding of the story and the people behind the collections.
What was once an elitist soliloquy dictated for and to us has now become a casual conversation – and one we are all welcome to join.