During London Fashion Week, designer Daniel Lee presented his second collection as artistic director of Burberry on September 18, 2023. The spring-summer 2024 show took place under a tent set up in the Highbury Fields park, in a relatively bucolic. But it wasn’t so much the clothes that impressed as a controversial marketing initiative on the London Underground.
Burberry renames a subway station to celebrate its fashion show, leading many tourists astray
As noted by New York Timesthe British company temporarily renamed the metro station “ Bond Street » (street of luxury boutiques, including one from the British house) in « Burberry Street “.
The transportation company tweeted on September 15, 2023:
“To celebrate #LondonFashionWeek, Bond Street has transformed into Burberry Street, with knight blue, a color launched by creative director Daniel Lee as one of the brand’s new signature colours. Visit Bond Street until 19 September to witness this iconic acquisition. »
To which an Internet user responded, wondering like many others about the confusion that such an operation could cause:
” For that? How can tourists find their way if everything gives the impression of being in the wrong station? »
The main American newspaper told the transport company’s employees that many tourists missed the station due to this change of name, but also of colour, going from red to the blue characteristic of the new brand logo. Although Transport for London has made regular announcements on trains and in stations, as well as adding staff on platforms to inform commuters, this has still confused many people. Neither Burberry nor the transport company disclosed the amount paid for this commercial operation which clearly attracted attention…
…And perhaps even more than the show itself. After a relatively maximalist first work, Daniel Lee proposed more minimal silhouettes, characterized by an ultra-low waist. Daniel Lee, in particular, split the old Burberry Prorsum knight logo into several signifiers (the horse becomes the motif of a scarf, the knight’s shield is abstracted to become a metallic detail for bags, sunglasses or even earrings). We will also remember the blue strawberry print which will probably sell like hot cakes.
Source: Madmoizelle
Mary Crossley is an author at “The Fashion Vibes”. She is a seasoned journalist who is dedicated to delivering the latest news to her readers. With a keen sense of what’s important, Mary covers a wide range of topics, from politics to lifestyle and everything in between.
