Burberry Blue descends on Harrods' hallowed halls this LFW
Last season, Burberry certainly turned the heads of Londoners at Bond Street’s underground station after it updated signage with confusing, yet fabulous blue facades. The British brand is continuing with the same momentum this fashion season, taking over another quintessential British landmark – Harrods.
Not only does this partnership mark fashion month, but it is the first lavish event of Harrods’ 175th anniversary year.
The store, which is typically characterised by Harrods green, will be updated with a fresh new colour palette of blue hues and Burberry checks. But, the Burberry blue doesn’t stop there.
The month-long takeover, which runs 1-29 February, will also see Harrods’ "green men", who greet customers at each entrance, undergo a blue makeover. They’ll be kitted out in Burberry’s new "knight blue" check, which was introduced by designer Daniel Lee for Spring 2024.
Many collaborations have taken place between the iconic department store and luxury brands such as Dior and Louis Vuitton, but none quite to this extent that embroiders the tapestry of Harrod's DNA - such as redressing green men - to this degree.
The theme, which adds a heavy dose of luxury to camping, sees the store's famous green awnings turned into tent canopies made from the seasonal Burberry check. Windows are decorated with camping equipment such as ropes, waterproof fabrics, carabiners and, of course, a host of limited-edition Burberry merchandise.
Creative Director, Daniel Lee, introduced the camping theme during his debut runway collections last year. Both shows were staged in over-the-top tents in London parks, such as last September’s show which took place in Highbury Fields.
Lee, who previously created the concept of 'Bottega Green' and has now down the same for 'Burberry Blue', said he is "excited to be collaborating with one of the world’s most celebrated luxury department stores".
He added: "Bringing together two iconic British brands by designing a capsule collection with products exclusive to Harrods and creating an experience in-store. The partnership is inspired by our heritage of exploration."
The Harrods x Burberry capsule features more than 40 pieces exclusive to the department store, spanning womenswear, menswear, childrenswear and accessories. Some of the new iterations for the Harrods collection include a cream and green leaf-like pattern with a subtle B-shaped logo and Burberry’s napa leather Knight bag turned the shade of Harrods green.
That same outdoorsy theme wraps around the store from the windows on Brompton Road and Hans Crescent to the Burberry "camping corner", which will be located inside.
What's more, Harrods’ Brompton Road facade will also turn blue for the first time following a multiyear project to install thousands of LED lights. Going forward, the light installations can light up the 'Terracotta Palace' with any colour.
Jonathan Akeroyd, Chief Executive Officer at Burberry said: "Burberry’s takeover of the world’s most recognisable department store, Harrods, brings together two icons of British luxury in a celebration of exploration and the outdoors.
"Daniel has created a uniquely Burberry experience exclusively at Harrods that embraces our very British spirit of fun and adventure. We are excited to invite customers to immerse themselves in this world of modern British luxury."
