DFS Group has obtained the exclusive rights for a bespoke Burberry collection being made available only to its airport and downtown outlets from this month.

 

DFS describes ‘Burberry’s ground breaking first straight-to-consumer runway show’ as a 22-piece collection referencing its British heritage with the so-named ‘BurberryxDFS’ collection consisting of womenswear, menswear and accessories, plus Burberry’s newest bag called The Bridle, which the retailer says is only available at its DFS and T Galleria by DFS stores.

 

‘SPECIAL MOMENT’

Commenting, Burberry Chief Creative and CEO Christopher Bailey said: “We are so excited to have collaborated with DFS as part of this very special moment for us.

 

“When designing our new September collection, we were inspired by Virginia Woolf’s classic tale ‘Orlando’ and the spirit of Nancy Lancaster’s interior and garden designs and we wanted the collection for DFS to reflect those elements.”

 

DFS announced this new collection today as Burberry’s new collection was literally unveiled on the London Fashion Week runway last night. This featured both womenswear and menswear collections on the same catwalk for the first time for Burberry’s inaugural straight-to-consumer show.

 

‘SEASONLESS’ COLLECTION….

Burberry describes the new collection as ‘seasonless, immediate, and personal’, but with a global audience in mind. The launch which was originally announced in February also ‘significantly shortens the traditional gap between the runway show and retail availability’, says the company.

 

Adding her comments, DFS Group President Merchandising and Marketing, Sibylle Scherer, said: “We’re thrilled to celebrate Burberry’s long heritage of craftsmanship with BurberryxDFS and bring our customers this seasonless, personal and exclusive collection.”

 

DFS adds that The Bridle is only one exclusive element, with the highlights from the BurberryxDFS collection including exclusive styles of its Sandringham and Kensington trench coats.

 

Meanwhile, the BurberryxDFS collection is being made available to customers from tomorrow in 23 DFS and T Galleria by DFS stores across 13 countries, with prices in the collection ranging from HK$1,300 – HK$20,000 ($168 to $2,578).