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Christopher Bailey focusing on craftsmanship at Burberry

Christopher Bailey focusing on craftsmanship at Burberry

Christopher Bailey is focusing on making Burberry synonymous with quality craftsmanship.

The British designer is the chief creative and chief executive officer at the English luxury fashion house, and is responsible for delivering the company's global vision and business strategy.

Unveiling Burberry’s spring 2017 collection at London Fashion Week on Monday night (19Sep16), Bailey chose to debut menswear and womenswear lines together. That’s not the only change happening at the house at the moment, as it was also the brand’s first “see now, buy now” show, which meant all pieces shown on the runway are made immediately available to purchase.

Though Bailey may be focused on delivering fast fashion, he’s also quick to assert that the trend will have no impact on the level of craftsmanship associated with Burberry.

“We don’t pretend that what we are doing in terms of craft is unique to Burberry — it is absolutely not,” he told WWD. “It is something I think that Burberry, as a company, has sometimes taken for granted — we do it, but we don’t talk about it. It is becoming more important to a customer to understand that it’s an instant world they live in, but that these processes do take a long time — like the tassels on the capes — and beautiful skills are used to create them.”

Bailey added that it was too early to say how the in-season strategy has been received by customers, but will be casting his eyes over the latest runway show and looking for ways to improve.

The collection featured androgynous pieces, with masculine and military themes evident in deconstructed trench coats, ruffle-collared blouses, and tapered trousers in various fabrics, including silk, cashmere and denim.

“We need to get through this week and then I’ll sit with the teams and see what works, what doesn’t work,” he explained. “We’re going to look at things in a very pragmatic way, and say, ‘This was a bit chaotic, but actually that was successful and really resonated.’”

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