In the influencer age, does anything speak louder volumes about a luxury brand’s direction than who’s at its London Fashion Week show? After all, marketing directors know these pictures, videos and Stories will be poured over everywhere from the Mail Online to TikTok. It’s these people who make the clothes suddenly matter to an audience far beyond the fashion one.
With this in mind, Burberry’s guestlist was a bit of a masterclass. You had A-listers, athletes, global influencers, models, media stars, low-key aristos and – of course – nepo babies. Given the combined star power of all the big names at the presentation, you might think the latter group made no difference. But for the social audience, four of the Gallagher cousins – Anais, Molly, Gene and Lennon – showing up together was catnip.
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The brand also managed to acknowledge its heritage through talent, with Neelam Gill and Lily Donaldson both walking in the show and Patsy Kensit – a Britpop icon – in attendance. However, Burberry sidestepped being too retrospective thanks to the presence of stars such as Barry Keoghan, Jodie Turner Smith and Olivia Coleman, not to mention breakthrough talent Tosin Cole.
It’s been a tricky year for Burberry and appearances matter. The brand fell out of the FTSE 100 and its share price has dropped by 70%. The talent at its show signalled confidence, an understanding of modern culture and a desire to be part of it. With so many names from so many different creative spheres, the brand was suddenly visible on the social feeds of multiple audiences yesterday. It’s great to get press attention but it’s even better to suddenly be back on millions of consumers’ radars.
Burberry’s show has always been a star-fest. Back when I was an editor, it was the most coveted ticket. The clothes were effortless, the music was beautiful and the people-watching was exceptional. Also, everyone was always in a great mood at the Burberry show. I once helped Cara Delevingne’s parents find their seats and we had the jolliest time.
But this is different to then. This feels strategic. It indicates ambition and intention for the brand to be front and centre. If you ask me, Burberry’s back.
By Sara McCorquodale, CEO and founder of CORQ. Picture credit: Burberry via Instagram.
