Christopher Bailey has emphasised how important Cruise collections have become to retailers and to the consumer as he unveils Burberry Prorsum's pre-Spring/Summer 2012 offering this week.
"The consumer is constantly looking to be excited and inspired when they walk into the store - and this is why we develop several capsule collections in between the main seasonal collections," he said. "Customers really always want newness which is where the concept of the Cruise collections originally started." He also revealed that rather than acting as a separate entity, the Cruise collection is very much a precursor to the spring/summer offering.
"The pre-collection crystallises our statement for the season and is very much the indicator for the mood, look and feel of it," Bailey told us. "They are not designed to be separate collections, more like a preview of what's to come."
Modelled by Burberry's favourite faces, including Edie Campbell and Cara Delevingne, the collection's colourful Ikat prints and bright accessories enliven a core offering of Burberry classics like the trench.
''This collection started with our iconic heritage as the foundation, we really wanted to emphasise this feeling of artisanal and decorative pieces that had been touched by hand, celebrating craftsmanship but always with this playful element," Bailey explained. "We have taken our icons and played with texture to personalise and give them a real character and charm using colour to highlight the intricate detail that goes in to crafting them.''
What do you think about the new Burberry Cruise collection for 2012?
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