Burberry Prorsum showed its Womenswear SS16 Collection in London and worldwide with the helpful hand of Snapchat.
Live on Snapchat
Logging onto Snapchat in the morning usually results in some people pre-drinking before their ‘mad’ night out or someone having deep talks about a pressing issue, but this was something special. The Burberry Prorsum Show was now also available to view! You press on the name and watch the 10 second mini clips, trying to clasp onto any possible feeling of exclusivity or feeling Cara Delevingne’s soft blonde hair. The brand’s digital innovation strategy allowed us to preview the collection backstage and onstage live from our phones, also inviting us into the brand’s design studios and onto the red carpet, where Anna Winter radiated FASHION. The Burberry Prorsum Live Show was shown to the platform’s 100 million users and was definitely a highlight of the event.
Let’s talk about the collection. Functional and classic pieces were intertwined with regalia-themed features: military tones, hand-embroiderery, crests and metallic cording. The clothing itself consisted of satin dresses hidden behind leather jackets and a variety of outerwear that pleasantly enhanced fluid and structured dresses. The colours were soft but tempting; nudes, creams and golds were used fairly regularly, of course highlighting the elements of regalia, and the fabrics themselves? The craftsmanship was like no other – an assortment of lace, Swarovski on silk, gold embroidery, chains, cashmere, satin and silk. The Royal Family would be pleased.
That Little Things that Matter
Accessories are always big elements in any womenswear collection, but the world now seems to adore that little rucksack that was previewed on the Snapchat Live Show. The Burberry Prorsum Rucksack in gabardine-constructed nylon is the new it-piece for all Burberry Prorsum lovers. Every look on the runway was paired with a low-hanging rucksack and dare we say that it was our favourite piece of the night – is anyone willing to swap for a Herschel backpack in good condition?
Words: Marianna Mukhametzyanova