Burberry has today announced that pieces from its new Chief Creative Officer Riccardo Tisci’s first collection will be made available for 24 hours through a series of releases.
The limited-edition designs will be available exclusively via Burberry’s Instagram and WeChat accounts from 5:30pm GMT on Monday 17 September, following Tisci’s Burberry catwalk debut at London Fashion Week. This will be the first time the brand has created a bespoke digital selling experience for its social channels.
Burberry’s London flagship store at 121 Regent Street, which is being entirely visually transformed by Tisci and which will open on Saturday 15 September, will also carry the 24-hour product releases. In addition to the ephemeral, limited-edition product releases, the store will also be home to individually themed rooms which “collectively celebrate the past and future of Burberry through product”.
At the heart of the newly transformed space, will be ‘Sisyphus Reclined’, a three-floor scaffold immersive and interactive commissioned art installation by British artist Graham Hudson. The Installation will remain in store until the beginning of October.
Last week Burberry confirmed that it will no longer be using any fur or angora in its collections. It has also discontinued the practice of burning excess inventory and will instead extend its reuse, recycling and repair initiatives.
Since he took over as Chief Creative Officer in March, following the departure of his long-standing predecessor Christopher Bailey, Tisci has firmly planted his vision on the brand. This summer he revealed he would be shaking up the delivery schedule by releasing frequent drops of product throughout the season and he commissioned Peter Saville Studio to create a new brand and monogram for the house. A carrier bag image released to announce the latest news shows the new logo layered over the old branding.