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London Fashion Week featured Burberry, it was the last show for designer Christopher Bailey after seventeen years of working there. Bailey named his show 'Time' signifying the past, present and future of Burberry. How is Burberry related to the street wear audience?
(@vogue)
Considering people in street wear, to this day, are now influenced by vintage clothing, and people are searching in vintage shops or online market places in order to find a 'good buy' (meaning, a classic designer piece that is coming into fashion again). Bailey used this initiative to bring back checkered bucket hats, baseball caps and sweatshirts imprinted with the classic nova check. It could be argued that these vintage prints by Burberry have come back into fashion due to the fact it is highly accessible in market-stall fakes of Burberry of London logo sweatshirts, and cheap licensed silk scarf prints.
(@vogue)
Bailey made his show more nostalgic rather than a celebration, however, to make his new collection more special he decided to make donations to a lot of youth charities that support mental health and LGBTQ+ rights. Bailey came out as homosexual when he was fifteen years of age so he wanted his last connection to really relate to, not only his past, but the current future of society in accepting these rights.
(@vogue)
Burberry is stepping into the street wear culture with a more open mind, it is becoming more appreciative, welcoming and understanding. Burberry is also using the old vintage looks of their archive. Rather than transforming them, Bailey has tweaked the nostalgic clothes to show more individuality and uniqueness.
(@vogue)
Bold and courageous designs intrigue the street wear community because people try to buy items that will quickly become out of stock. Also, the clothes are vibrant in colour which enhances the hype for young people to buy it as it will be visible and limited edition. Bailey's campaign encourages more 'hype beasts' to collect this collection as it is current, vivid and expressive.
(@vogue)
Overall, Burberry has definitely been able to relate to the street wear community because it has brought back the two main things that the community wants, vintage ('deadstock') and colour (uniqueness).