Burberry's Spring/Summer 2017 collection was a pivotal moment in the brand's history, not just for its aesthetically pleasing designs, but also for its innovative "see-now, buy-now" approach to fashion shows. This groundbreaking strategy, coupled with a deeply rooted exploration of British heritage and a vibrant, youthful energy, cemented the collection's place as a landmark achievement in the fashion world. This article delves into the multifaceted concept behind the Burberry SS 2017 collection, examining its runway looks, the accompanying "Burberry Bookstore" initiative, and the overall impact of the revolutionary runway show.
Burberry Collection 2017: A Tapestry of Britishness Reimagined
The Burberry SS 2017 collection was a vibrant tapestry woven from threads of classic British style, infused with a contemporary, youthful spirit. Christopher Bailey, then Chief Creative Officer, masterfully blended traditional elements with modern silhouettes and bold prints. The collection showcased a diverse range of garments, catering to a broad spectrum of tastes while maintaining a cohesive and distinct identity.
A key theme was the exploration of British heritage, but not in a stuffy or overly traditional way. Instead, Bailey reimagined iconic British motifs and patterns, giving them a fresh, modern interpretation. Think classic checks, but recontextualized in unexpected ways – perhaps splashed across a flowing maxi dress or incorporated into a sporty bomber jacket. The traditional trench coat, a Burberry signature, was reimagined in various fabrics and styles, from lightweight cotton to luxurious silk, demonstrating its enduring versatility.
The color palette was equally dynamic, ranging from soft pastels and muted earth tones to vibrant pops of color, creating a visually stunning and energetic collection. Floral prints, a recurring motif, were not dainty or overly feminine, but rather bold and graphic, adding a playful touch to the overall aesthetic. The collection also incorporated elements of sportswear, seamlessly blending athletic influences with more formal pieces, reflecting the increasingly blurred lines between sportswear and high fashion. This fusion of styles created a collection that was both sophisticated and approachable, catering to a diverse clientele.
The accessories played a crucial role in completing the overall look. From classic Burberry bags reimagined with contemporary twists to statement jewelry and footwear, each accessory enhanced the collection's unique identity. The emphasis on versatility ensured that the pieces could be mixed and matched, allowing for a multitude of styling options. This adaptability was a key element of the collection's overall concept, reflecting the modern consumer's desire for clothing that can transition seamlessly from day to night, from casual to formal.
Burberry Bookstore 2017: A Novel Approach to Retail
In conjunction with the SS 2017 runway show, Burberry launched the "Burberry Bookstore," a unique initiative that further enhanced the collection's innovative approach. Instead of a traditional presentation of the collection, the "Bookstore" offered a curated selection of pieces available for immediate purchase. This "see-now, buy-now" strategy was revolutionary at the time, challenging the established seasonal fashion calendar and directly responding to the evolving demands of consumers.
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