Burberry shows Prorsum menswear AW line at LC: M

Burberry, recently recognised as Menswear Designer of the Year at the 2013 British Fashion Awards, showed the collection as part of the fourth London Collections: Men week.

British Burberry Acoustic musician Sivu played a live set as guests arrived at the custom-built show space on East Albert Lawns, followed by a performance by British musician George Ezra after the show.

Guests included British actors Jamie Campbell Bower and Callum Turner, Chinese actor Chen Kun and Korean actor Yu Ah In; British musicians Tinie Tempah, Paloma Faith, James Righton, Jack Bevan and George Barnett; British model Suki Waterhouse, British presenters Nick Grimshaw and Dermot O’Leary, and digital entrepreneur Jamal Edwards (SBTV).

The British show soundtrack featured musicians Paloma Faith, The Night VI and Patrick Wolf as well as a specially recorded track by Clare Maguire.

Personslise the runway collection – expanding runway made to order

Introducing knitwear and scarves for the first time, key ready-to-wear and accessories from the collection are available to purchase and personalise on Burberry.com for two weeks until Wednesday 22 January.

Personalised nameplates can be added to custom-made outerwear, bags and knitwear, as well as embroidered onto scarves, all for delivery within nine weeks – allowing customers worldwide to be the first to own and personalise next season’s collection months before it arrives in store.

Through Runway Made to Order, customers can also create bespoke versions of the St Ives bag that feature in the collection, with six iconic global city skylines available to combine with a selection of leather backgrounds. In addition, one-off hand-painted St Ives bags are also available to order, alongside versions crafted from individual rugs and blankets, making each piece unique.

The collection: A Painterly Journey

Fabrics: Hand-painted leather and suedes, London map and iconic landmark prints, lightweight silks, cashmeres, wools.

Colours: Charcoal, stone, ink blue, brilliant navy, bottle green, dark plum, bitter chocolate, camel, honey, dark tangerine.

Silhouettes: Lightweight trench coats, lightweight and oversize cabans, relaxed chesterfields, sheepskin jackets, Fisherman’s rib cardigans, oversize artists’ shirts, Fisherman vests.

Accessories: Introducing the St Ives bag in hand-painted leather and suede and British-woven blankets and authentic rugs, hand-painted printed silk squares, equestrian blanket scarves, rubber-soled burnished leather brogues, Welsh-knitted Fair Isle socks.

Digital experience

Viewers globally were able to experience the show instantly through video, imagery and music across multiple Burberry platforms including Burberry.com, Facebook, Twitter, Instagram, Vine, Pinterest, Google+, YouTube, YouKu, Sina Weibo, Douban, Sumally and WeChat.

The WeChat platform delivered the most personalised Burberry social show experience to date. Using responsive text, followers could explore different show storylines by messaging keywords to unlock layers of content relating to the event and guests.

The show experience on Burberry.com, fully optimised for mobile, allows users to follow the Burberry social stream, explore runway looks in detail and purchase and personalise the collection immediately after the show.

Burberry