Rachel Arthur
Ahead of its move to an in-season show in order to meet consumer demand this September, Burberry is turning to Apple TV for an increasing focus on entertainment and conversions during London Fashion Week on Monday.
The British heritage brand will live stream its show on its Apple TV channel – as it did with its menswear show in January. This time however, it will also enable viewers to revisit and explore the collection using the Apple Remote thereafter, and use it to request a call from a dedicated customer service rep so as to pre-order select pieces.
The show will also mark the first time that Burberry presents its womenswear collection under its united “Burberry” label, following the announcement that its Prorsum, London and Brit lines would be merged in November 2015.
The intention is to simplify the presentation of Burberry’s full product range, though it also suggests wider price points, and thus more accessible pieces will be shown in order to appeal to the digital audience it is reaching.
Adding to the entertainment piece is British musician Jake Bugg, who will perform live during the show. The Burberry app for Apple TV also offers access to a back catalogue of Burberry Acoustic films from other British music talent, as well as highlights from previous runway shows and beauty tutorials with Burberry make-up consultant Wendy Rowe.
The new collection will then be on display in the brand’s Regent Street flagship store for a week following the show, before moving to the brand’s Faubourg Saint-Honoré store in Paris. Check out the trailer for the show, below: