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At the 2011 Spring and Summer London Fashion Week, Burberry Prorsum made a stunning debut with its women's collection. This season’s show took place at the Chelsea College of Art and Design in London, drawing over 1,000 guests, including high-profile figures such as Burberry CEO Angela Ahrendts, actress Sarah Jessica Parker, tennis star Serena Williams, model Alexa Chung, athlete Andy Murray, TV host Donna Air, and celebrities like Aaron Paul, Eason Chan, Douglas Booth, Gwilym Gold, Poppy Delevingne, and fashion icon Philip Green. The event also featured performances from British bands Life in Film, The Cheek, and Ramona.
In addition to the in-person audience, fashion lovers around the globe experienced the show through the innovative "Retail Theater" initiative. This was the first time that a live runway show was broadcast in real-time across 25 Burberry stores worldwide, each equipped with a 3x3-meter high-resolution display and immersive digital audio-visual systems. Guests could watch the entire presentation on-site and even purchase their favorite pieces using iPads located in the stores—offering an interactive and immediate shopping experience.
Beyond physical locations, the show was also accessible online via Burberry.com, where users could stream the event on mobile devices, iPads, and iPhones. Additionally, the fashion show was broadcast across more than 300 global blogs and websites specializing in fashion, technology, and lifestyle content, ensuring maximum reach and engagement.
This marked a significant step forward in Burberry’s “Runway to Reality†concept, launched in September 2009. It allowed customers—whether attending in-store events or experiencing the show online—to access exclusive products immediately after the show. Items featured in the collection, carefully curated by Creative Director Christopher Bailey, included iconic Burberry jackets, handbags, and the newly launched Burberry Beauty makeup line.
Guests were also given the opportunity to pre-order selected items online, with deliveries scheduled within seven weeks of the event. This approach represented a groundbreaking shift in the luxury industry, bridging the gap between runway and retail in a way that was both timely and customer-focused.