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At London Fashion Week, Burberry Prorsum unveiled its Spring and Summer 2011 women's collection in a highly anticipated show. This season’s event took place at the Chelsea College of Art and Design, 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, and Douglas Booth. British bands Life In Film, The Cheek, and Ramona also made appearances, adding to the star-studded atmosphere.
The show was not only a visual spectacle for those in attendance but also a global experience. Through the innovative “Retail Theater†initiative, 25 Burberry stores around the world hosted live viewings of the fashion show. This marked the first time that a runway event was broadcast live in-store with high-resolution 3x3-meter displays and immersive digital audio-visual technology. Guests could watch the entire show on-site and even purchase their favorite pieces directly through iPads located in each store—offering an unprecedented real-time shopping experience.
Meanwhile, fashion lovers from across the globe tuned in online via Burberry.com, accessing the show on mobile devices, iPads, and iPhones. The event was also streamed on over 300 online platforms, including fashion, tech, and news websites worldwide, ensuring maximum reach and engagement.
This season’s show showcased the latest Burberry Beauty makeup line, used by all models on the runway, reinforcing the brand’s commitment to innovation and style. Under the creative direction of Christopher Bailey, every piece featured in the collection was carefully curated, reflecting the brand’s signature aesthetic.
Since the launch of the “Runway to Reality†concept in September 2009, Burberry has redefined how customers interact with its collections. Whether attending a physical event or engaging online, guests can now access exclusive products, such as iconic trench coats, handbags, and makeup, directly after the show. Customers can pre-order items on Burberry.com, with delivery within seven weeks, marking a groundbreaking shift in the luxury retail landscape. This seamless integration of fashion and commerce is setting a new standard in the industry.