Burberry has always been a pioneer in embracing digital innovation. Being the first to live-stream its fashion shows in 2009, the British luxury brand will again change the norms of Fashion Week by showing its first straight-to-consumer collection in London on September 19. Both womenswear and menswear collections will be presented together for the first time for Burberry show while the collections will be immediately available for purchase globally after the show. 

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The brand just unveiled campaign images for the September collection, shot by Mario Testino and featuring models Jean Campbell, Alex Dragulele and musician Cavan McCarthy. The collection is inspired by Virginia Woolf’s gender-bending novel titled “Orlando” (1928).

“This campaign reflects a collection inspired by Virginia Woolf's “Orlando” and also sets out to honour the many skilled craftspeople who work on Burberry’s iconic products,” says Burberry chief creative and chief executive officer Christopher Bailey in a statement. “I am therefore very proud to be sharing Mario Testino's incredible portraits of Jean Campbell, Cavan McCarthy and Alex Dragulele, which we have set alongside portraits of our talented Burberry artisans.”

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Burberry is also collaborating with The New Craftsmen – an organisation that promotes Britain’s finest craft makers – on a show and exhibition.

The show takes place at Makers House at Manette Street in the heart of London’s Soho. An exhibition to showcase the inspirations behind the collection as well as original creative works and a demonstration by The New Craftsmen will be open to the public from September 21 to 27.