As Christopher Bailey shows his latest collection for the British brand, photographer Morgan O’Donovan goes backstage at Kensington Gardens
“With Great Power comes Great Responsibility.”
Christopher Bailey and his Burberry brand, especially now that he’s becoming Chief Executive as well as Chief Creative Officer (from later on this year), is ultimately responsible for the way the world views London’s menswear scene. The small and extraordinary creative businesses here might define the aesthetics, but it’s this major all-encompassing brand that literally summarises the domestic season. It’s a 360 point of view, it’s the Louis Vuitton of Britain. This is effortless luxury at its best. Bailey makes it look so easy. That’s Burberry’s biggest asset; easy-going elegance.
With their sophisticated technology (“shared globally on digital platforms including WeChat, which dominates in China with over 600 million users, WeChat delivered the most personalised Burberry social show experience to date.”) followers could explore different show storylines by messaging keywords to unlock layers of content relating to the event and guests.
But Burberry AW14 isn’t all about robotic cyber technology. Bailey’s vision is as emotional and sartorially refined as it’s futuristic. And that’s why it will not only last but also prosper.