London Fashion Week on Monday, January 17 lit up with oozing glamour as supermodels Kendall Jenner headlined Burberry’s AW 2020 collection along with Gigi and Bella Hadid as well as Irina Shayk among others. The collection, titled ‘Memories’, was a wearable representation of the chief-creative-officer Riccardo Tisci reminiscing London from the nineties. The range of outfits saw everything from oversized cricket sweaters, rugby stripes and sportswear unveiled on the catwalk alongside the slick and streamlined Burberry aesthetic that defines Tisci’s time at the brand.
Silhouettes were lengthened and trench coats came in multiple variations, including oversized, fur-trimmed and sleeveless. Single outfits combined different sizes and colours of the 164-year-old label’s classic check, paired with minimal accessories.
“London is the place where I learned to be myself and a city where I gained the confidence to be the man that I am today,” said Riccardo Tisci, the chief creative officer of Burberry, before his London fashion week show on Monday. “Now I want to share British style with the world and use this incredible heritage to build and humanise the house.”
The Victorian architecture of the venue was echoed in corsetry outlines on evening wear, while quilted nylon stable-hand jackets looked a strong commercial offer for the more street-orientated Burberry customer. This was a collection tailored to helping Burberry weather the current economic storm.
After Tisci took over Burberry after his stint at Givenchy, his shows have created a buzz, particularly among younger shoppers in China who are spending more on luxury brands, with the product shown on the runway selling well in stores.
But Burberry, like other European fashion houses, has been hit hard by the outbreak of coronavirus in China, its most important growth market, as shoppers have deserted upmarket malls in major cities and tourism has slumped.