London fashion designers show twist on British summers

Tue Sep 22, 2015 12:23pm EDT
 
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By Li-mei Hoang and Basmah Fahim

LONDON (Reuters) - London's designers toyed with the idea of a British summer presenting a mixture of sheer lace dresses, furry stoles and raincoats, whilst moving their collections away from traditional seasons to reflect global demand for their clothes.

Delicate lace dresses were paired with cashmere coats and rucksacks at Burberry, in black, white and yellow, lending a edgy and urban feel to the British brand, which is famous for its trench coats.

Christopher Bailey, Burberry's CEO and Chief Creative Officer told Reuters he wanted to create a mash-up of the different seasons his customers were experiencing across the globe to better reflect what they might want to wear.

"The collection tried to express these different worlds, so you had very white, very fragile little lace dresses, but you also had black cashmere coats on the runaway so it was this mash-up."

London Fashion Week, which attracts 100 million pounds ($154.24 million)in orders each season according to the British Fashion Council, has sharpened its business focus over the past few years to usher in a new generation of fashion designers who blend creativity with a healthy dose of commerce.

The emergence of more commercially savvy designers has made the city a key destination for buyers to visit on the fashion week calendar which will move onto Milan and Paris.

"I think the younger designers which is really why people come to London," said Justin O'Shea, buying director at online luxury retailer MyTheresa.com.

"The fact that they are solidified and cemented their identity is the reason why people are coming back because now it's about business."   Continued...

 
A model presents a creation from the Burberry Prorsum Spring/Summer 2016 collection during London Fashion Week September 21, 2015. REUTERS/Suzanne Plunkett