Burberry recently unveiled its SS22 collection, showcasing it digitally as part of its ongoing dedication to the online format. Alongside this exciting launch, the fashion house made another significant announcement with the appointment of a new Chief Digital and Analytics Officer, highlighting the importance of these roles within the brand.
The Animal Instinct collection is a standout feature of Burberry’s latest offering, featuring a range of eye-catching elements. Abstract prints resembling camouflage patterns, as well as the distinctive “Universal Passport” graphic, adorn dresses and shirts. These prints are cleverly layered underneath sheer or mesh tops, resulting in unique and captivating pattern combinations. Additionally, the collection includes geometric color-block intarsia and prints on dresses, as well as oversized sleeveless blazers.
Freedom of movement serves as one of the collection’s main themes, which is showcased through the inclusion of flowing cap-sleeved and halter-neck gowns with daring thigh-high splits. Mini dresses are adorned with exaggerated fringing, frills, and straps, and are paired with oversized jackets for a striking contrast in silhouette.
Riccardo Tisci, Burberry’s creative chief, took elements of the brand’s iconic trench coat and deconstructed them to create bold and unforgettable silhouettes. The trench and car coat feature exaggerated lapels, chain-link embellishments, sleeveless proportions, and raw hems. The collection also introduces collarless and hooded shapes with fluted and oversized sleeves, as well as perforated or leather-trimmed capelets, injecting a youthful energy into the traditional designs.
The theme of deconstruction extends to boxy-fit blazers that have been transformed into sleeveless and backless cuts. Lapels are reimagined as scarves that stylishly drape over the shoulder, and boned corsetry is playfully recreated in smooth leather or turned into a hoodie made from technical neoprene with a peplum hem. The collection also features figure-hugging silhouettes in stretch technical materials, including bodysuits and leggings layered with mohair-blend capelets and fringe inspired by animal patterns.
When it comes to bags, the standout piece is the Rhombi – an ellipse-shaped shoulder bag inspired by the abstract curved prints seen throughout the collection. The bag’s structured shape beautifully contours to the body and includes a lightly padded strap with an oversized clasp detail.
In addition to the impressive collection launch, Burberry also introduced CP Duggal as its new Chief Digital and Analytics Officer. Duggal’s role is to drive the brand’s digital strategies and utilize data and analytics to support its overall objectives. With his extensive experience at American Express, where he led the company-wide digital and analytics organization, Duggal brings a wealth of expertise to Burberry. He will report directly to CEO Marco Gobbetti and will join the Executive Committee.
Burberry’s decision to showcase its collection digitally and appoint a Chief Digital and Analytics Officer showcases the brand’s strong commitment to embracing technology and utilizing data-driven insights. These strategic moves highlight the fashion industry’s increasing reliance on digital platforms and analytics to enhance customer experiences and drive growth in the ever-evolving landscape of luxury fashion.
Useful links:
– Burberry Official Website
– Business of Fashion
