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Burberry's three deputies brand new positioning
Burberry's Prorsum line is part of the T-series, known for its high-end and avant-garde style. Originally showcased at Milan's T station, it has now made its way to London Fashion Week. Another brand under the Burberry umbrella, "London," underwent a fresh transformation in the summer of 2010, evolving into two distinct labels: Burberry London and Burberry Brit. To mark this new chapter, each brand launched its own image store, an innovative concept that involved designing stores inspired by a deck of cards — a first in the fashion industry. These two stores are strategically located on either side of the company’s new headquarters in New York, at 444 Madison Avenue.
The design of these flagship stores was created by Christopher Bailey, who serves as the President of Creativity at Burberry. The stores reflect a modern and creative interpretation of British materials and themes. Burberry, which was founded in 1856, is a well-established name in the world of luxury fashion.
Burberry Brit and Burberry London each have their own unique identity. While Burberry Brit focuses on outerwear, tailoring, and traditional elegance, Burberry London leans toward a more relaxed, casual aesthetic, featuring pleated trench coats and denim styles. This distinction allows each brand to appeal to different customer segments while maintaining the core values of the Burberry heritage.
At the British Fashion Awards Gala on December 9th, Christopher Bailey received the “Designer of the Year†award from Victoria Beckham. During the event, he also announced that the Burberry Prorsum collection would return to London Fashion Week in February of the following year. He expressed his excitement about the upcoming show and praised the energy and creativity displayed during the recent London Fashion Week celebration on September 15th. This move marks a significant step in re-establishing Burberry Prorsum's presence in one of the most prestigious fashion events in the world.