Burberry to stage an outdoor runway show in September

Guess who will attend?
By Adrien Communier / Madame Figaro
30 Jun,2020

While September fashion week’s calendar remains uncertain, Burberry announces that it is joining the London Fashion Week, scheduled for mid-September, in an outdoor fashion show.


Will runways be able to go back to normal after being turned upside down by the health crisis? It seems Burberry’s announcement made by its artistic director, Riccardo Tisci, is going in this direction, or at least is tending towards it. The British label’s runway is still scheduled for September 17, 2020. Thespring-summer 2021 collection runway will take place outdoors where the landscapes of Great Britain will be under the spotlightsalong with the models, music ... but with empty seats.


However, there will be a crowd.


"It will be a physical presentation that is open for all to experience digitally,"


explains Riccardo Tisci in an interview for Women's Wear Daily. He added: "Apart from the models and the Burberry team, there will be no one there." A hybrid show that will be broadcast on social networks - including the brand's Instagram account, followed by 17M people.


Ricardo Tisci
Ricardo Tisci


Armani experienced its first fashion show without audience during Milan Fashion Week, in February. While Italy was at the beginning of her fight against the coronavirus pandemic, the luxury fashion house decided to run its collection with no attendance and preferred to broadcast it online. It was a great initiative and the first steps towards a change in the fashion industry.


During lockdown, many fashion houses expressed their desire to free themselves from Fashion Week calendar and work according to their own pace. Gucci will now runtwofashion shows per year and not in the traditional way. Saint Laurent is skipping Paris Fashion Week in September.Burberry was the first to confirm its participation on the eve of London Fashion Week, which runs from September 18 to 22nd.


Burberry Fashion show


Will this be a sign of runways going back to their normal schedule? Probably, but with an ounce of change. At a time when fashion shows are tending to become less materialistic, Burberry's artistic director concluded:


“I do not believe that fashion weeks are to be stopped, they just need to be reimagined for the world we live in now.”