burberry in beijing

i’m a huge fan of christopher bailey’s.  i think he’s doing amazing things to make burberry relevant again with fashion-forward designs that are still appealing to the mass market.  and now i love him even more.

burberry presented last night in beijing, china for their fall 2011 collection.  this is the fashion house’s first event in china in 10 years.  china’s going to be a huge market for luxury goods in the near future as the middle class continues to grow (along with their disposable income) and as they start to spend more (i remember reading somewhere that the the average chinese person saves about 80%, or some high number, of their paycheck as compared to the average american, who saves 0%/negative).

the show incorporated virtual image technologies: holograms, projections, and animations to give the illusion of models disappearing, changing outfits/looks, or transforming into snow clouds.

christopher bailey is a strong proponent of pushing the envelope with technology and said yesterday morning:

“I love the vehicle of technology. I love using it as a platform in which to communicate the ideas, the attitude, the spirit of the company. Sometimes as an industry, perhaps we think it is not a legitimate channel in which to speak to people. I just don’t really agree with it. Fashion is supposed to be about making things relevant. Yes, it is luxury. Yes, it is aspiration. Yes, it is supposed to be inspiring. But I think there is nothing more inspiring than talking digitally, because you can get attitude, you can get music, you can get sound, you can get video and movement. You can actually articulate so much of your brand using this medium.”

highlights from the show are in this video:

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