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A closer look at Burberry's first straight-to-consumer collection

The gender fluid collection, inspired by Virginia Woolf makes its debut at London Fashion Week

By Verinia Khoo | Published: 20 Sep 2016

Video: Burberry/Mario Testino

[Updated 20 September 2016] Watch the full campaign film above and catch up with all the looks from Burberry's September collection seen on the runway here

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Burberry released a sneak peek of the campaign that will accompany its first ever see-now-buy-now collection, which debuts next month at London Fashion Week.

Modelled by Jean Campbell, Cavan McCarthy and Alex Dragulele, the collection was inspired by Virginia Woolf's Orlando: A Biography. That explains the Renaissance vibe we're getting from the frilled cuffs and Elizabethan ruffs, as well as the subtle lean into more modern fashion styles like studded jackets and military chic (in Orlando, the protagonist transitions from man to woman and lives for a few centuries).

Burberry's pattern maker Piero Calosi, who created The Bridle bag, (pictured below, left) also made an appearance in the brand's campaign, shot by Mario Testino. CEO Christopher Bailey explained that the campaign honours the many skilled craftspeople who worked on Burberry's iconic pieces.

Photo: Burberry/Mario Testino

Burberry also announced a collaboration with The New Craftsmen as part of its presentation during London Fashion Week. It will involve a week-long exhibition that "aims to nod both to the design heritage" and "to some of Britain's most exciting creators, and the innovation and inspiration behind their work."

From left: Alex, Jean and Cavan (Photo: Burberry/Mario Testino)

Related: Brooklyn Beckham shoots his first Burberry campaign
Related: Uniqlo x Inès de la Fressange AW16
Related: Charlotte Tilbury releases first fragrance campaign starring Kate Moss


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