Can anyone do fashion events better than the chicest of British labels nowadays? Chic-Londres doesn’t think so… Not only did Burberry manage once again to line up the hottest Hollywood starlets and trendiest bands for its Autumn Winter 2010 show on February 23, it has also made fashion history by broadcasting it online around the world using 2D and 3D live streams, thus enabling over 100 million people to see it live.
Who would have thought only one year ago that London Fashion Week could have become so hot? Not many, but it all changed last September, when Burberry decided to move its Prorsum show from Milan to London, creating an unprecedented buzz with an after party attended by the Who’s Who of celebs, including Gwyneth Paltrow and Liv Tyler, as reported then in Chic-Londres. (https://chiclondres.com/article.php?eid=3982&lang=en)
Now Burberry has done it again last Tuesday, with its Autumn Winter 2010 show at the Chelsea College of Art and Design, which was attended by a perfect blend of trend setters (Anna Wintour, Carine Roitfeld, Mario Testino, Mary Kate Olsen), hot Hollywood names (Kate Hudson, Claire Danes), rising stars (Twilight’s Kirsten Stewart, Alice in Wonderland’s Mia Wasikowska, top model Rosie Huntingdon-Whiteley), hot bands (The Kooks, Snow Patrol) and London’s A-listers (Samantha Cameron, Twiggy, Philip Green)…
Bringing an Avatar-esque feel to the event, the 154-year old brand -which has reinvented itself over the last ten years from dusty Establishment brand to super trendy luxury label- also created fashion history by introducing modern technology in a way never used before by the industry. For those who were not part of the lucky few hundred present at the event (Chic-Londres was!), Burberry broadcasted its show in 3D to screening rooms custom-designed by Christopher Bailey, its Creative director, at five simultaneous private events around the world in Paris, New York, Dubai, Tokyo and Los Angeles. Viewers all over the world were also able to watch the event online in 2D, consequently enabling over 100 million viewers to see the show live, as well as exclusive entertainment from backstage and red carpet interviews.
Last but not least, Burberry also created a commercial first by bringing the collection directly to consumers for the three days following the show, with some selected outerwear and accessories from the Autumn Winter 2010 womenswear collection available online at www.burberry.com. Entitled Burberry Cadette Girls, the military-inspired collection features a mix of sexy lace dresses, tight high leather boots and an amazing range of coats, sure to become much copied must-have pieces next winter.
Left to right: Kate Hudson, Christopher Bailey, Claire Danes, Twiggy, Erin O’Connor, Mary Kate Olsen, Kate Hudson, Kirsten Stewart (all photos: Burberry)
