I think todays consumer is captivated by a single product.
People see something on social media or on a celebrity.
And so that piece has to say everything about the brand.
A more subtle, nuanced kind of branding.
I think thats the moment were in.
Theres a capacious trench-bag for example, that has a pocket and strap that resembles coat components.
The overall sentiment that we wanted to give was a kind of relaxed outdoorsy elegance.
Something that feels grown-up… and retains an idea of the outdoors and the ideas of comfort and warmth.
It might be a chunky, teddy-bear-color aviator shearling jacket or coat.
It might be solid-heeled riding boots made for urban rather than fell walking.
The Burberry checkif youre Britishhas streetwear connotations as well as posh-lady ones.
Lee doesnt have to study these things, he knows it instinctively.
Gallagher juniors stance in his all-over Burberry check tracksuit emanates that attitude.
What next, though?
Lees third runway collection for Burberry is just around the corner.
He wasnt giving much awayonly a hint, which sprang out of another magnified inspection of an accessory.
Its a hybrid welly combat boot, he said.
Its a bit of a direction for the next show.
