LONDON, United Kingdom — British megabrand Burberry is set to bring its menswear show back to London on June 18, after more than ten years of showing in Milan, as part of London Collections: Men, the city’s standalone menswear week launched two seasons ago.
“London is the creative heart of Burberry and our global headquarters, so we are incredibly excited to be showing our next men’s collection here,” said Christopher Bailey, Burberry’s chief creative officer in a statement. “The country’s proud menswear heritage and outstanding contemporary talent give it a unique and powerful energy. It is a wonderful time to be bringing our menswear show home,” he added.
While Burberry was one of many important men’s shows on the Milan calendar, the brand stands to become the highlight of London’s fledgling menswear week, much as it became the cornerstone of London Fashion Week since moving its womenswear show back to the city in 2009.
Furthermore, showing in London is much more in tune with the company’s British heritage and will surely provide Burberry with a platform to tell a more cohesive brand story to industry insiders, fashion media and online audiences alike.
No doubt the move will also help to bolster the position of London Collections: Men on the international fashion calendar, drawing more editors and buyers to town, as Burberry’s presence on the London womenswear schedule has done with great positive impact. In fact, the return of the brand’s womenswear show to London in 2009 proved to be something of an inflection point for London Fashion Week, which was previously dominated by smaller British brands and emerging designers.
The news leaves New York — where menswear currently piggybacks on an already overloaded women’s fashion week schedule and the Council of American Fashion Designers and Advanstar have been mulling a standalone menswear week of their own — further on the back foot and increasingly out of step with the world’s other fashion capitals.