Christopher Bailey Wants to Make Fashion Week Less "Confusing" with Burberry Fall 2016

"We can't keep it exactly the way it used to be just for the industry": Christopher Bailey takes a break backstage at Burberry Fall 2016 to talk why the brand's moved on from the usual Fashion Week format to a "see now, buy now" runway strategy.

Released on 2/23/2016

Credits

Featuring: Christopher Bailey
Director: Paulette Agnes Ang
Producer: Emoticon Productions
Executive Producer: Harris Levinson

Transcript

00:00
(bright guitar music)
00:04
When in 2009, we decided to Livestream the show,
00:06
we started allowing people to buy immediately.
00:09
We called it Runway made to Order.
00:11
Straight off the runway and we
00:13
would deliver in six to eight weeks.
00:15
We've been kinda doing all of these things for many years.
00:18
I find it confusing to say that it's an industry show.
00:21
Basically, media, press, buyers.
00:24
And then we allow people to look at the show.
00:27
You know, we have people Instagramming,
00:29
and blogging, and all the different things.
00:31
We can't keep it exactly the way
00:33
it used to be just for the industry.
00:35
The format has to change.
00:36
The way we present has to change.
00:38
Burberry was built on a creative, pioneering spirit.
00:41
And that's kind of what this is.
00:42
You know, it feels right for us
00:44
and so this is an evolution.