Burberry Gets Edgy

[Lena]

Revival of Burberrys 'young' line re-emerging in fall,
here comes the report

NY May 12, 2003 - Burberry will relaunch its Thomas Burberry collection in the UK this fall, but it's steering clear of its own boutiques, and looking to attract a new sort of consumer.

"It will be very different from everything else we are doing at Burberry. It's design driven, not fashion-based. It's very down to earth. It's non-fashion fashion," explained Burberry's creative director Christopher Bailey in an interview with FWD.

The house has already sold the collection to the trade and begun inviting in press for editorial coverage. Consumers in the UK get their first look at it in August 2003, when it will hit the racks in such leading department stores as Harrods, Selfridges, Harvey Nichols, and in specialty retailers like Cruise, Flannels and Urban Outfitters. After Britain, Burberry plans to role out the collection in continental Europe.

Expect a novel advertising approach, and forget about ads in Vogue and Elle. To reach a younger demographic, Bailey is considering ads in skateboard and music magazines, along with edgier titles like ID and The Face. Shot in April in London, new name photographer Barnaby Roper helmed the Thomas Burberry campaign.

Asked how he differentiates Thomas Burberry from the house's other two lines, Bailey responded: "London is more sophisticated. Prorsum is fashion-based and experimental. Thomas Burberry is for a younger, hipper consumer. Our hope is that this consumer will grow up and become part of the Burberry heritage."

Targeted at male and female consumers in the 18 to 25-year-old bracket, and priced one-third cheaper than the London collection, Thomas Burberry for fall/winter 2003 is designed around a series of key outerwear looks -- densely woven wool or sturdy canvas detailed with industrial hardware closures and insignia badges. Other elements are military-inspired sweaters, blazers, striped shirts, rugby jerseys, jeans and mini skirts. Accessories include rucksacks, backpacks, knit hats, flat caps and signature mufflers. The line will bear the flag logo on which is printed 1835, the birth year of founder Thomas Burberry, and avoid the house's trademark plaid.

from FWD

 

[LolitaLuxe]

thanks for the info lena. it kind of reminds me of abocrombie.i do like that jacket the girl is wearing in the first pic

 

[pandera]

nìce info

that company is defo in need of some kind of revival..

 

[Spacemiu]

Thanks Lena! I like that guys scarf in the second pic and the girls jacket in the first.

 

[Lena]

Originally posted by Spacemiu@May 14th, 2003 - 1:24 am
I like that guys scarf in the second pic and the girls jacket in the first.

me too spacemiu, this kind of old english school scarves are ultra hot, i also like the colours in those pictures.

I agree on the defo need for B. revival pandera

 

[Astrid21]

Thanks for the pics and article, Lena. I'm very interested to see the rest of the collection. I'm really digging the jacket in the first pic. B)

 

[jules]

Oh, I love the girl's jacket and skirt and the boy's scarf!!

 

[Precious Things]

Oh yes, that jacket in the first pic is so very nice!!! I can't wait to see the rest of the collection.

 

[Patty Watty]

I look forward to the new line, I can't wait-
A friend of mine went to Taiwan and she said there is a "lower priced" Burberry line that is not sold in the states- It's along the lines of Ralph Laurens "Ralph", Marc Jacobs "Marc" that sort of thing- She brought me an ad from the newspaper- Wish they had it here

 

[utopia]

oh I do like the jacket in the first pic. hopefully the rest of the stuff reflects the look of these pictures but I hope that it is a little more original than abercrombie. after a year at uni, I am admittedly on the lookout for some erm...earthier fashion. perhaps this line will give us some nice comfy "non-fashion fashion" with an edge. I just hope it isn't too logo-y.

 

[Precious Things]

Originally posted by utopia@May 15th, 2003 - 3:46 pm
I just hope it isn't too logo-y.

Yes please! NO LOGOS!!!