Over the last couple of weeks, Burberry has dropped hints regarding its upcoming September 2017 show. No longer tied down by seasons, the label continues its move to make fashion exciting again with its 'see now buy now' strategy. Burberry has always had a close connection to the arts with its aristocratic image, celebrating writers, poets, classical musicians and artists in its more recent collections. Therefore, it is only appropriate that the upcoming collection will be shown alongside a carefully curated exhibition of photographs courtesy of the one and only Mr Christopher Bailey.
The location of choice, Old Sessions House references the upcoming theme of the new collection. The label's promotional images uploaded to its Instagram this week clearly reminds us of of its heritage and brand history. The new season looks to pay homage to why Burberry became an icon in the 90s to 00s with flashes of its more vintage checks in darker colours. The age of minimalism is over and Burberry pioneers in this logomania without actual logos per se.
It is not necessarily an unexpected move since it's partnership with Gosha Rubchinsky's collection earlier this year which was also influenced by the lad culture of Burberry, significant to its history. Fashion's re-appropriation of the British working class is now in full-swing. Rather than rejecting the past, Burberry is embracing it and transforming it, with new materials and tones on its nostalgic and loud patterns.
With all that in mind however, I loved the Burberry Beasts collection earlier this year which created new and exciting motifs for the brand. Since then, with a brand restructure and a new direction, it will be interesting to see how Burberry's post-2006 customers (me included) will feel about this dose of nostalgia. Ready for a brand new old session?