The September 2018 Burberry show wasn't just a runway presentation; it was a meticulously orchestrated spectacle, a testament to the brand's evolving identity under Riccardo Tisci's creative direction. The choice of location, in itself, played a crucial role in shaping the overall narrative and experience. While the article doesn't specify the exact location beyond "London," we can explore the potential venues and the reasons behind Burberry's location choices in general, analyzing their impact on the brand's image and the reception of the collection. This retrospective will delve into the atmosphere, the significance of the chosen location (inferring from Burberry's historical choices), and the broader context of the show within the fashion landscape of 2018.
The live stream announcement, promising a glimpse into the heart of London's fashion scene at 12 p.m. EDT, generated significant anticipation. The homepage photo by Tim P. Whitby/Getty Images, though not directly revealing the location, likely captured the pre-show buzz, the stylish attendees, or perhaps even a glimpse of the venue's exterior. This image, in itself, functioned as a crucial element in the marketing campaign, promising an exclusive and glamorous event.
Burberry, a house synonymous with British heritage and timeless elegance, has a history of selecting locations that resonate with its brand identity. Past shows have ranged from grand historical buildings reflecting Britain's rich architectural past to more modern, minimalist spaces that signify a contemporary edge. The choice of location for the September 2018 show, therefore, would have been a deliberate decision, carefully considered to complement the collection's aesthetic and messaging.
Considering Burberry's history, several London locations could plausibly have hosted the September 2018 show. Kensington Gardens, with its sprawling green spaces and regal atmosphere, could have provided a stunning backdrop, particularly if the collection leaned towards a more romantic or nature-inspired theme. Alternatively, a more industrial-chic location, perhaps a repurposed warehouse or a contemporary art gallery, could have reflected a bolder, more avant-garde approach. The iconic Roundhouse, with its circular architecture and history as a music venue, could have provided a unique and memorable setting, blending heritage with a modern twist. Similarly, Somerset House, a frequent host of London Fashion Week shows, with its elegant neoclassical architecture, would have been a fitting choice, aligning with Burberry's established prestige.
The choice of location, regardless of the specific venue, would have played a vital role in shaping the overall atmosphere of the show. A grand historical setting would have amplified the sense of heritage and tradition, enhancing the impact of classic pieces within the collection. Conversely, a more modern location could have underscored the brand's willingness to embrace innovation and contemporary design. The interplay between the collection's aesthetic and the venue's character would have created a synergistic effect, enriching the overall experience for both attendees and viewers of the live stream.
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