3. 3
Objectives
This collection aims to create the brand association of modern art. Concept Art's
seemingly "non-sense" approach will help Burberry attract young people and
people interested in art through adding provocation and humor to the brand
personality.
Previously, Burberry had used artistic print on suede coats. This collection will
reinforce the bond with modern art from the development of provocative concept
to the choices of fabrics, silhouettes and prints.
The collection will further exlpore Burberry's iconic elements: gabardine, trench
coat and check pattern, to help consumers distinguish Burberry products right
away just through products. The basic elements will gain fresh perception after
being renewed and energized in an artistic approach.
Furthermore, the collection will help emphasize Burberry's heritage of superior
quality of fabric and preserved craftsmanship.
5. 5
Collection Concept: Revisiting Burberry
STORY (Pause, Back, Forward)
When you feel lonely in the fast-pace modern society, imagine time stops, reverse
and your past, your childhood is in front of you...
Burberry witnesses the history, the birth of all of us, our parents, our grandparents.
If the process of life can be adjusted with the buttons of“Backward”,“Pause”and“Forward”,
how would we feel, excited, anxious or lonely still?
Answers are different.
But one thing is common, when we move forward,
we all have the chance to pause and look back, to reflect who we are, what we have experienced.
6. 6
Theme
Inspired by "Slow Future", which emphasizes looking at the past and enjoying boredom and slowness
to better imagine the future and using memory as creativity, this collection looks back at Burberry's
past design and concepts.
The provocative, modernized, energized approach of Concept Art is used to rework the iconic check
pattern and use of gabardine to focus on the heritage elements while making the brand fresh and
attractive to the young market.
Bauhaus aesthetic is used here for its consistency with Burberry's focus on materials and simplicity. The
difference is that Bauhaus uses vivid color to add energy, which will be applied in the collection. The
simplicity in construction helps accentuate Burberry's superior quality and craftsmanship, while print
inspired by art complements the look.
"Spontaneous Art"trend further strengthens the concept as it points out that spontaneity is art and the
humble brush stroke helps search for truth. While check and gabardine are taken for granted and evoke
no excitement, the collection searches for their different and deeper facet to bring out the excitement
again. Contrasting colors are used to reveal the multi-facet of reality, and colorful yet classic history and
future of Burberry.
8. 8
Promotion- In store
Since the concept is relatively complex and provocative,
the promotion will explain the meaning behind the concept.
This would create added value for consumer
since what they buy are not just a design or apparel,
but also the exploration of life suggested by the concept.
In this way, Burberry fulfills its luxury function of
providing a dream for consumers
who lives in a fast-pace and high-automation era
and desire for slowness and personalization.
9. 9
Concept Art evokes audience of
what they are looking at
rather than showing the finished work, such
as "Painting Sculpture" in "Art & Language".
This collection uses words, twisted check,
and unfinished check to suggest rather than
presenting the finshed physical features.
10. 10
Inspired by Concept Art's idea that reality has
different facets.
The print uses mix of black-white and
colorful patterns of check. A layer of abstract
check pattern is added over the print.
The two versions imitate
the shadow
changing with sunset.
Combined with "Color Healing",
it brings a sense of
meditating in the fast-paced life.
