by MxmHrpr » Sat Aug 02, 2014 1:59 pm
Burberry went from a brand with 'zero fashion cache' in early 2000 due to the saturation of it's check (and subsequent proletarian drift), to the global luxury leader it is today through gaining utmost control by cutting down on contracting of it's items, establishing it's own retail stores and recruitment of Bailey to design the Prosum line. Though despite this turnaround, there are two products Burberry still doesn't have upmost control over: it's watches and it's sunglasses. Burberry's history is rooted in exploration, with the first Everest climb and record breaking aviation occurring all with the explorers kitted out in full Burberry garb. This coincidentally coincides with Burberrys largest growing segment the east, wherein Burberrys strong "country of origin" effect ties into this British spirit of exploration. An unexploited segment appears.
Burberry Prosum A/W 15
Months before LFW, unusually, Burberry logos are in place of Rolex/Tag advertisement on Aviation event sponsorship. The tagline on all current Burberry advertisements elsewhere are changed to "no such thing as bad weather". The mystery of these abnormal advertisements is only heightened when the press arriving at LFW are directed into UK standard issue logistics trucks by jumpsuit and aviator uniformed men. This is all done in military like precision of timing, recorded to the time unannounced uniformed mens chronograph watches. After an uncomfortable ride down Englands finest non-sensical small roads to the suburbs, a disused British green aircraft hanger appears over the horizon. The hangar is empty, outside of large disused propellors fans mounted on the ceiling turning slowly and parallel ammo crates arranged as benches.
Before the the press are seated, they are lined up outside the hanger and upon entrance issued and instructed to wear their iconic classic double breasted trench, but with military issue numbers printed crudely in white behind the collar. Surprised by the fact they've just been given an coat in the summer, taken outside of London without notice and just had a ride in the back of a truck at the orders of uncommunicative men, they are directed to the crates for the show to start. In the ambient confused chatter of the crowd, two unannounced jumpsuited men march onto the runway, holding plane signal indicators. The overhead propellors slowly start to accelerate. The shutters on the far side of the hangars are lifted. starts fading in the background slowly creeping up to volume 11. Simultaneously with the initial crescendo of the piece, the press and front row celebs are blasted by an enormous torrent of air. Models appear from the shutters in line, braving the air onslaught above, sheltered by their Prosum shearing coats, flight leather caps and goggles — unlike the few celebs/press who decided not to wear their issued trenches in vanity. Photographers start to rapidly photos of these unfazed, polarised lens covered models striding down the runway against the backdrop of the press experiencing mild windy chaos.
Runway after runway of classic trenches, Prosum iconic leathers (but rather A2's and MA-1's rather than DR's) and gold buttoned navy Royal Air Force blazers are presented. Black officers boots and buzzcuts are on all models. Once the models depart, the fans slow and the show seems to have finished, the ruffled crowd await for Bailey to appear.
The shutter of the hangar lifts slowly above head height, whilst an check clad spitfire piloted by Bailey rolls down the runway (literally) — a single wave is given by Christopher before accelerating out of the hangar and subsequently taking off. Whilst the press are left speechless, the models swiftly pile into the press's inbound trucks and leave everyone in the countryside, out of the reach of uber. The outrage is so large by the attendees that their tweets reach every man, woman and child in the developed world. Burberry stock soars. Online direct from runway orders go crazy. Their position in the outwear game can never be touched. The worn coats become priceless collectables. Bailey is never seen again.