The forecast for spring/summer 2018 at Burberry appears to be inclement weather. We don’t remember seeing so many pieces of rain wear in a Burberry show before. Or is this just a statement about the notorious English showers? Or, the hurricane season in the Caribbeans? It sure isn’t quite the reflection of the climate of Asia. In fact, the clothes looked a bit un-summer like, with so many outers—even a coat that looks like shearling —and rather chunky knits. Or, has Christopher Bailey chosen to remain largely in calm, bearable spring? But this isn’t a spring showing; this is The September Show!
Anything that can be made out of water-repellent “soft-touch” plastic, they were out there: raincoats, dusters, ponchos, anoraks, hoodies, and even skirts! It is not entirely opaque plastic, which means there’s quite a bit of flesh to flash and the only-fashion-types-get-it interplay of translucency (softly coloured!) and textures. It’s as if to deliberately blur the more interesting bits underneath—lovely knitwear, for example. Or, staying with the weather, is that saying something about London’s fog?
The shower curtain material must have disappointed animal rights activists, reported to have made a spectacle of themselves, shouting outside the show venue—Old Sessions House, a former London court—and causing delay to the start of the presentation. Will it be eco-warriors next to be up in arms in demanding that the plastic be bio-degradable?! Mr Bailey, a win is hard.
But for many fans, the media included, this is a winning collection, if not for its protection against precipitation, at least the revival of the Burberry heritage check, which, at one time, was considered unfashionable when it was associated with British bengs known as ‘chavs’. But it’s all very British—this part of the brand’s history and Mr Bailey isn’t afraid to confront it head on. He has, of course, made it all a lot more current, even when wearing baseball caps of the said check or the knitted sweater-vest (worn alone) that hinted at past chav style, by not being terribly serious about how things are paired and worn.
It is, therefore, likely that the collection is aimed primarily at the young, as chavs tend to be. The proportions of the clothes—including details such as large collars and lapels— parallel sizes popular in the ’70s and ’80s. This may be in keeping with the prevalent shape of things, but it’s not immediately discernible that the anti-fashion, working-class silhouette and mix of things (cocktail waitress on the way home after work?) will win the love of those of a certain age.
Targetting the young is also augmented by the clear nod to streetwear, a move few designers can afford to avoid these days—“a little street, sophisticated” the designer told Vogue Hommes. Although there’s something to be said of a 46-year-old Christopher Bailey designing for kids less than half his age (“it’s their world”, he conceded to Edward Ennful in a video interview for British Vogue), the sighting of Mino and Hoony of the Korean boy band Winner in the front row attests not only to Burberry’s intended audience/shopper, it bolsters the brand’s youth-oriented image and keeps up their strive for relevance in an age of the young and restless.
Photos: (top) Burberry and WWD