Burberry today revealed the Burberry Prorsum womenswear Autumn/Winter 2014 collection – The Bloomsbury Girls.
The collection takes creative inspiration from the British decorative art of the Bloomsbury set and Charleston, the country home and meeting place for the writers, painters and intellectuals who formed the group.
The show marks the start of a partnership with the Charleston Trust, on a project to help protect the creative and cultural heritage of Charleston for the public.
As the show started the custom-built show space opened up to reveal British musicians Paloma Faith, Ed Harcourt and Rhodes performing live to the 1500 guests at London’s Kensington Gardens.
Simultaneously, Burberry Acoustic musician Rae Morris performed live at the brand’s new Kerry Centre flagship in Shanghai for a screening of the show – further events include London 121 Regent Street, Milan, Amsterdam, Paris, Los Angeles, Las Vegas and Toronto.
The show marks the start of an innovation partnership between Burberry and WeChat (part of Tencent Group), which will see a series of creative collaborations and platform firsts throughout 2014.
The first initiative of the collaboration begins tomorrow, with the most personalised social show experience to date.
On the Burberry WeChat platform, followers will be able to instantly personalise a digital version of the Runway Made to Order plaques with their name in either English or Chinese characters, as well as unlocking WeChat-only audio on the inspiration and details of key runway looks.