Burberry showed its Burberry Prorsum Spring Summer 2011 womenswear collection during London Fashion Week as well as broadcasting it to its largest audience to date through in-store and online livestreams.
The show, which took place at the Chelsea College of Art and Design in London for the third season, was attended by over 1000 guests including Burberry CEO Angela Ahrendts, Sarah Jessica Parker, Serena Williams, Alexa Chung, Andy Murray, Donna Air, Cat Deeley, Aaron Paul, Eason, Douglas Booth, Gwilym Gold, Poppy Delevigne, Philip Green and British bands Life in Film, The Cheek and Ramona.
The Burberry Store at Palladium Mall, Lower Parel saw an interesting gathering of Mumbai s tech lovers on Tuesday evening for the "Runway to Reality" Event.
The very beautiful, Feroze Gujral , " friend of Burberry" hosted the evening at the store . Guests were welcomed with chilled champagne and a tour of the latest collections before settling down with an i pad. Amongst several other names who attended this virtual showing of their spring summer 2010 collection, were Nawaaz Singhania, Bhim Bachchan , Samar Sarila & Sony Music s , Sridhar Subramanium with his wife Ektaa. Sanjay Kapur of Genesis Colors, the Indian partner of Burberry, came to support this evening en route to Milan.
Models in the show all wore make up from the recently launched Burberry Beauty collection for the first time.
The show was broadcast live from London directly into custom-designed, digitally charged Retail Theatres in 25 flagship Burberry stores worldwide including the Burberry store in Mumbai, creating the first live global simultaneous instant purchase customer events.
Following a private viewing of the show on high definition screens spanning 3x3 meters with pioneering surround-sound, customers in-store were able to buy the collection immediately through a custom-built Burberry iPad application.
Customers at the in-store events and online were immediately able to order the widest runway assortment from the brand since it developed the 'Runway to Reality' concept in September 2009, including all outerwear, bags and Burberry Beauty, all selected by Burberry Chief Creative Officer Christopher Bailey.