LONDON, United Kingdom — The show will go on for Burberry in September 2020, but outdoors. The brand announced it will present its Spring/Summer 2021 collection in an unnamed British fresh-air location on September 17. The show will be available to “experience” digitally for those unable to travel or visit.
The global fashion calendar has been thrown into chaos by the pandemic, which has resulted in postponed and cancelled runway shows, with many major brands announcing they will abandon the traditional calendar and take a season-by-season approach to presenting collections in the coming months and years. With travel unadvisable for some time, brands are rethinking when and where it will make sense to invest in staging a runway show.
Burberry is one of the first to announce solid plans for September. More than 303,000 people have tested positive for the coronavirus in the UK, and more than 42,000 people have died. The British government is expected to announce new plans to ease lockdowns this week, including potentially relaxing social distancing guidelines by July.