“It’s a technology that has been around for some time but it has really evolved,” says Mr. Christopher Bailey. “We are excited to be the first brand to use that new technology, not only to really take a fashion show global but to give them an experience that mirrors the show in London.”

For a century and a half old brand, Burberry is surprisingly at the forefront of technology when it comes to showcasing their latest collection. The British heritage brand had created history by simultaneously live-streaming its Autumn Winter 2010 show not only in 2D on its website and various other blogs, including on our very own Mykromag site, but also being the first fashion house to screen their show in 3D to audiences in New York, Paris, Tokyo, Los Angeles and Dubai. Worldwide audiences were also able to immediately order items on the Burberry online store with the click of a mouse, straight after the runway show. This gutsy move was an indication that fashion is going through some kind of technological transformation: technology and fashion has and will be integrated as one, signaling that fashion shows are no longer just for buyers and editors. It was the start of a new 21st century move towards accessibility and availability of show material.

The starting point of the entire collection was a salute to Burberry’s long involvement with the military. Christopher Bailey had wanted to touch upon the heritage of Burberry’s outerwear but giving it a modern twist that would appeal to the younger generation. “Strong and sexy, but protective and back to our history,” as Bailey had put it.

The Burberry army came marching down the runway in officer overcoats, trousers suits, military jackets and trench coats in a much subdued color palette of khaki, muddy green and mustard yellow. It was clear that the focus of the show was on the strong outerwear, more specifically, the aviator jackets that Christopher Bailey had given a full update on. Giant fluffy shearling collars, cropped, oversized, buckles and leather straps detailing; the jackets came in a myriad of variations. The outerwear were then sexed up with skin-tight lace dresses and paired with leather or snakeskin thigh-high boots. Accessories were also not spared with the ‘shearling’ treatment; with one of the more desirable boots in the show, lined in shearling and covered with leather straps.

This was indeed one of the very few shows that could get the audience all frustrated.They were thrown into a mad dilemma as to which jacket they would get.

Text By Lucas Ng.