MRO Magazine

BURBERRY presents the “FUNCTIONREGALIA” COLLECTION in LONDON accompanied by a live performance by Alison moyet, following its Premiere ON SNAPCHAT


September 22, 2015
By PRN NewsWire

LONDON, Sept. 22, 2015 /PRNewswire/ — Burberry’s Womenswear Spring/Summer 2016 show took place today in its custom-built show venue in London’s Kensington Gardens, revealing the collection which was premiered through the first ever Snapchat Show yesterday evening. The show was accompanied by a live performance by British singer Alison Moyet.

Over 1000 guests attended including iconic Burberry campaign girls Kate Moss, Jourdan Dunn, Suki Waterhouse, Cara Delevingne, and Sienna Miller alongside its newest stars Clara Paget, Holliday Grainger, Amber Anderson, Oscar Tuttiett, Harry Treadaway and Tom Odell. Other guests included Anna Wintour, director Baz Luhrmann, actors Benedict Cumberbatch, Chay Suede, Naomie Harris, Guey Lun Mei, Melanie Laurent, Sun Li, Miriam Yeung, Liu Wen and Araya A. Hargate, and musicians Annie Clarke (St Vincent), Rhodes, Paloma Faith, Tinie Tempah, Gabriel Day-Lewis and Yulia.

THE FUNCTIONREGALIA COLLECTION

Classic coats and functional pieces were mixed with elements of regalia including metallic cording, crested buttons and hand-embroidered military motifs. English lace and floor length satin dresses were paired with leather biker jackets, and regimental tailoring with tie-dye tulle.

The latest collection introduced the Burberry Rucksack in gabardine-constructed nylon and the Belt Bag in black English suede.

The beauty look

The Spring/Summer 2016 beauty look was also revealed today and features satin skin with natural contouring and a strong lip.

Premiere of the collection through the first Snapchat Show

In the latest chapter of the brand’s digital innovation story, Burberry followers were able to see a preview of the collection through the first ever Snapchat Show last night – looks from the collection were shared live as finishing touches were being made in Burberry’s headquarters in London – an industry, platform and brand first. Burberry’s show coverage on Snapchat also included a never-seen-before glimpse into the brand’s design studios, and featured a special appearance by Anna Wintour, receiving her invitation to the show, as well as live reactions on the red carpet from guests as they arrived.

Snapchat also brought its Live Story coverage to a Burberry show for the first time. Starting this morning, and lasting for 24 hours, the “Burberry Live Show” houses a Snapchat-curated montage of crowd-sourced Burberry show related video and imagery, giving an access all areas vantage point into Burberry’s show from the red carpet to backstage and beyond to the platform’s 100 million users.

LIVE SHOW SOUNDTRACK BY ALISON MOYET ON APPLE MUSIC

British singer Alison Moyet performed the live soundtrack to the show, accompanied by a 32-piece orchestra conducted by Joe Duddell from an orchestra pit in the centre of the runway.

Track list: “All Cried Out”, “When I Was Your Girl”, “Whispering Your Name” and “Only You”.

The performance was filmed for Burberry’s new, dedicated channel on Apple Music, which launched earlier this week, making Burberry the first global brand to launch a channel on the platform. The full show soundtrack, “Alison Moyet Live for Burberry”, will be available to purchase through the iTunes Store and for streaming through the Burberry Apple Music channel from tomorrow.

PURCHASING STRAIGHT FROM THE RUNWAY

Runway Made to Order

As part of the Burberry Runway Made to Order programme, selected outerwear and bags from the collection can be purchased and personalised immediately until 5 October on Burberry.com or by appointment in selected stores globally, giving consumers the chance to own pieces of the collection months before they arrive in store.

Social Purchasing through LINE and Kakao

Burberry announced this week that it will be offering a selection of its make-up collection, through Kakao Giftshop and LINE in Japan, enabling a new way to discover and purchase Burberry Beauty products on the platforms.

BURBERRY BEAUTY

Burberry also revealed its make-up look the day before its runway debut, as part of the brand’s Snapchat activity.

In another brand first, Burberry Make-up Artistic Consultant Wendy Rowe will be hosting a live make-up tutorial tonight at 7.45PM (London time), to be streamed exclusively on The Sephora YouTube Channel. Wendy will be recreating the new make-up look in real-time with Amber Anderson.

Sharing the show WITH the largest audience to date

Viewers globally were also able to experience the show across multiple Burberry platforms including Burberry.com, YouTube, Snapchat, Facebook, Instagram, Twitter, Google+, LINE, Sina Weibo, Pinterest, YouKu, Kakao and WeChat, opening up the show to more viewers than ever before.

— Burberry streamed its show live on Burberry.com, Twitter, Google+, Facebook, You Tube and LINE, as well as on hundreds of partners sites. The show was also broadcast onto giant screens at Burberry’s 121 Regent Street flagship and Heathrow Terminal 5 stores. — Content from the show will also be published on Kakao, We Chat, YouKu, LINE, Pinterest, Facebook and Google +

NOTES TO EDITORS

About Burberry

— Established in 1856, Burberry is a global British luxury brand with a heritage of innovation, craftsmanship and design. — The Burberry business comprises 5 divisions: menswear, womenswear, childrenswear, accessories and beauty. — Burberry is headquartered in London and listed on the London Stock Exchange (BRBY.L), Burberry is a Constituent of the FTSE 100 index. — Visit www.burberry.com for further information — Click here for further information on Thomas’s and the newly expanded Burberry Regent Street flagship

About the collection – Functionregalia

Fabrics and craftsmanship: Weatherproof silk, double-faced cashmere, washed silk satin, cotton gabardine, English lace, macrame lace, sheared mink, tie-dye print nubuck and tie-dye print tulle, Swarovski crystal tie-dye artwork on silk, flocked polka dots, hand-embroidered goldwork, metallic cording, regimental buttons, metal chain closures

Colours: Black, white, navy, gold, cream, nude

Silhouettes: Trench coats, duffle coats, pea coats, biker jackets, military jackets, regimental coats, capes, long fluid dress and structured shift dresses, soft kilts

Accessories: Introducing The Rucksack in gabardine-constructed nylon; The Belt Bag – Square; The Belt Bag – Oblong; Cut-out ankle boots and strap sandals; Oversize cat-eye sunglasses

About Burberry and Apple Music

— In the lead up to the show Burberry published a series of exclusive videos from emerging artists including Lilla Vargen, Georgie and Rhodes on the platform, which will continue to showcase the brand’s unique collaborations with emerging and iconic British artists. — Subscribers to Apple Music will be able to find and follow Burberry in the ‘Curators’ section. By following Burberry’s channel fans also will gain access to musical updates and behind-the-scenes stories unlocking the inspiration and creative process behind their favorite artists. Fans will also have the ability to comment or share this content via Messages, Facebook, Twitter and email. — Christopher Bailey said”There are so many extraordinary British artists and it is a privilege to have the opportunity to work with them and showcase their incredible talent. Music has always been intrinsic to what we do and I am excited about our partnership with Apple on this amazing platform which will enable us to take what we do now with Burberry Acoustic and share it with an even bigger audience.”

About Burberry and Snapchat

— Burberry debuted on Snapchat in February this year, when it captured key live moments from its Autumn/Winter 2015 Womenswear collection. Most recently, Burberry shared the entire journey of its “London in Los Angeles” event on the platform that included surprise appearances by Burberry Family members Cara Delevingne, Naomi Campbell and Jourdan Dunn. The platform also revealed real-time content from the event including live arrivals on the red carpet and front row reactions. — Burberry Chief Creative and Chief Executive Officer Christopher Bailey said “With Snapchat, Evan Spiegel has created a phenomenal platform that captures the spirit of a moment. We are excited to be working with him to launch the Burberry Snapchat Show allowing a unique, real time view of the creation of our show which will include an unprecedented collection premier hours before it hits the runway.” — Evan Spiegel, Snapchat Co-Founder and CEO, said, “Burberry is an iconic brand and it’s a thrill for us to give our community the first look at their new collection.”

About Burberry and Kakao

— Burberry and Kakao today announce the launch of a global partnership, inaugurated with the streaming of Burberry’s latest womenswear show direct from London. — Burberry will be active across Kakao Talk, Kakao TV and Kakao Giftshop, offering Korean audiences a direct insight into its runway shows, campaigns and events and bringing Kakao’s 190 million followers even closer to the British luxury brand. — To celebrate the launch, alongside today’s womenswear show, Burberry will offer a selection of products to buy direct from the runway, through Kakao Giftshop from 22 September. — Burberry Chief Creative and Chief Executive Officer, Christopher Bailey said: “Kakao is an incredibly creative and innovative company so it is very exciting to be collaborating with them. The creative and commercial aspects of the partnership have been carefully designed to allow us showcase our culture and design heritage whilst also giving users the chance to shop at the same time.” — DaumKakao is a South Korean ‘Mobile lifestyle platform’. It was founded in 2014 following the merger of Daum Communications and Kakao. — Kakao offers a wide franchise of apps, including:Kakaotalk, a free mobile Instant messaging application for smartphones with free text and free call features.Kakao TV, a free video-sharing app which enables users to view and share videos in KakaoTalk chat rooms and comment on what’s being watched.Kakaotalk Giftshop, the in-app ecommerce marketplace. — Visit http://www.daumkakao.com for further information. — Burberry opened official accounts on Kakaotalk and KakaoTV in September 2015.

About Burberry and LINE

— Burberry announced earlier this month that it has partnered with LINE to offer users in Japan a new way to discover and purchase Burberry Beauty products on the platform. — To celebrate the opening of the Burberry Beauty Box counters in Mitsukoshi Ginza (Tokyo) and Hankyu Umeda Main Store (Osaka), as well as the launch of Beauty on Burberry.com in Japan, three exclusive Burberry Autumn/Winter 2015 make-up sets have been created for Burberry LINE users. — The Burberry-LINE partnership aims to offer LINE users in Japan a unique creative experience and real-time content bringing users closer to the British luxury brand. — Burberry used the new LINE LIVE CAST functionality to offer a live-stream of the Burberry Prorsum Autumn/Winter 2015 Womenswear runway show in February 2015, enabling viewers in Japan to experience the show in real time. — LINE Corporation is based in Japan and develops and operates the LINE app for smartphones — Since launching in June 2011, the LINE app has grown into a global service, used in 230 countries, ranking first in the free app category in 69 countries — LINE includes a wide array of social elements such as fun and expressive stickers, a personal Home, a Timeline, and numerous LINE family apps, including LINE games and LINE camera — LINE has expanded its user base across the globe, achieving more than 181 million active monthly users. — Visit http://linecorp.com/en/ for further information — Burberry’s LINE Official Account (LINE ID : @burberry_jp / Supported Region : Japan / Supported Language : Japanese) launched on 13th January 2015 to offer LINE users unique creative content and the latest real time technology to bring users

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Burberry

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