Burberry Unveils Campaign, Details for First See-Now, Buy-Now Show

But back with Burberry, the campaign was shot in Liverpool’s Walker Art Gallery, which serves as a suitably historic backdrop to the collection.

For its first ever straight-to-consumer range the brand drew inspiration from Virginia Woolf’s novel, Orlando, about a poet who transforms from a man to a woman and lives for centuries.

‘This campaign reflects a collection inspired by Virginia Woolf’s Orlando and also sets out to honour the many skilled craftspeople who work on Burberry’s iconic products, ‘ says Chief Creative and Chief Executive Officer, Christopher Bailey.

Taking inspiration from Virginia Woolf’s seminal Modernist text Orlando – which follows a lovely, gender switching aristocratic through 300 years of English history – the campaign sees Mario Testino reprise his role behind the camera for the label, shooting Burberry cast members Jean Campbell, Cavan McCarthy, and Alex Dregulele in a range of historically influenced styles: a taster of the kind of ruffled collars and embellished jackets that are to come in September, no doubt.

In the meantime, you can visit the sculptures featured in Testino’s photographs, which also feature props, at the Walker’s ground floor sculpture. Creating a buzz for the premiere, the brand has shared a short film and campaign images shot by Mario Testino.

Easing consumers and the fashion industry into its newly developed runway format, Burberry gave consumers immediate access to its fall/winter 2016 collection following its runway show February 22.

The new collection will be revealed at 7:30pm on 19 September 2016 as part of London Fashion Week, and is influenced by Virginia Woolfs Orlando, contrasting masculine and feminine styles.

Burberry will be hoping this drastic change in sales strategy and a fresh marketing campaign will be enough to help stem what has been the most challenging period in its 160-year history. From live-streaming, to ordering straight from the runway, to live social media campaigns, this is the latest step in a creative process that will continue to evolve..

The show takes place at Makers House at Manette Street in the heart of London’s Soho.

The New Craftsmen now represents a network of over 75 makers working in textiles, silverware, furniture, ceramics, jewellery, glassware and beyond.

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