Shoppers will also be given an insight into the brand’s history via the Trench Experience, focusing on Burberry’s famous trench coat. “More than ever before, I think customers, especially the younger generation, want to buy into and believe in the identity of a brand,” Tisci explains. “Technology is an incredible tool that allows us to use yet another way of communicating with our community.”
With sustainability increasingly becoming a major concern, Burberry has ramped up its environmental initiatives in recent years. In April, the luxury brand introduced sustainability labelling that outlines a product’s ‘positive attributes’, which will now be incorporated into QR codes featured in the new social retail store in Shenzhen. The fashion house has also committed to becoming carbon neutral in its own operations by 2022, as well as setting targets to reduce emissions across its supply chain.
Ultimately, the pandemic has given Tisci time to reflect on how to communicate his creative vision, with Burberry set to show its SS21 co-ed collection virtually in September. “This has been a really interesting time for me to re-think how I work creatively,” he explains. “I have loved seeing how artists from many disciplines have used this period to express themselves so uniquely, and how, thanks to social media, the voices of many are being heard. This democratization of expression will be a path forward for the industry as we look to emerging talent and the community to inform, inspire and collaborate with us.”
More than ever, the industry has a crucial role in creating change. “Fashion has a voice in our society, and a voice that I hope will be used to push boundaries together,” Tisci concludes. “We are an industry of dreamers and we have the tools and the responsibility to use our platforms to unite communities and action change. I truly believe in renaissance, and I believe that the time is coming for a re-birth in the world.”