LONDON — Burberry has a latest attitude, and plans to shout about it in the approaching months with a series of citywide takeovers starting with London Fashion Week, which kicks off Friday.

After London, the brand’s latest, blue Equestrian Knight will next month gallop into Seoul and Shanghai — and later, Recent York — as a part of an initiative called Burberry Streets, a series of immersive experiences, installations and events.

Burberry Streets is supposed to attract attention to the autumn collections; the brand’s British heritage, and its signature designs, which include the famed check in a latest shade of cobalt blue; the English rose print, and the leaping Equestrian Knight. 

In London, the brand has teamed with Norman’s, the north London café known for its British grub resembling fried eggs, English muffins, battered fish and brown sauce. This week the café will probably be decorated in Burberry’s blue check with a special event planned for Wednesday.

During London Fashion Week, a traveling Norman’s food truck will park on The Strand in central London and on Duke of York Square on the King’s Road serving snacks to point out goers and members of the general public.

Norman’s eats are only the start. Flags with Burberry’s latest rose print will probably be hoisted above Bond Street while the mega-screens at Piccadilly Circus will show videos from the brand’s fall 2023 campaign.

Shot by Tyrone Lebon, the campaign features images of models sporting key looks from Lee’s debut collection on the Isle of Skye in Scotland and Northern Ireland’s Giant’s Causeway.

As well as, the Equestrian Knight will probably be stencilled in chalk on London’s streets, paths and parks while black cabs will probably be wrapped in Lee’s latest English rose print. 

Burberry Streets coincides with the arrival of Lee’s debut fall collection on the shop floor, and dovetails with the revamp of Burberry’s e-commerce site.

The brand said it wants people to have a good time exploring, and indeed the positioning is brighter, playful and more easily navigable. It’s also simpler, with clearly defined product categories and separate sections that highlight latest designs, different product categories and archive styles. 

It has an editorial feel with oversized magazine-style cover images, videos and a bit dedicated to beauty and fragrance. The latter features Mario Sorrenti’s shots of Emma Mackey in the brand new campaign for the Burberry Goddess eau de parfum, which is available in a refillable bottle. 

The positioning also includes video interviews with TSHA and Shygirl who wrote and performed the campaign’s song “Goddess.”

On the remainder of the positioning, the products come alive with animated check patterns, or shift into different positions when viewers hover a mouse over a picture. It’s possible to see shoes and boots from multiple angles — even the soles. 

Burberry has also tried to be more transparent, offering detailed fabric and care information in order that customers could make “more informed decisions” when purchasing, the corporate said.

The positioning has been optimized for mobile, with three latest layouts. Burberry said it is going to proceed to evolve, with latest functionality and experiences to be introduced in the approaching months.

Giorgio Belloli, chief digital, customer and innovation officer, described the experience as “intuitive” with enhanced functionality and a “visually wealthy aesthetic.”

The web site revamp is the newest novelty under the brand new chief executive officer Jonathan Akeroyd and chief creative officer Lee, each of whom joined Burberry in 2022. 

As reported, Akeroyd laid out his strategy during a presentation to analysts last November. He said he wants the brand to be “desirable and relatable,” with product sitting front and center, a renewed concentrate on “femininity,” and an emphasis on underdeveloped categories resembling footwear.

Akeroyd’s ambitions are to take Burberry’s revenue to five billion kilos in the long run, fueled by a much larger accessories business.

Lee joined last September, and his first collection hit the shop floor earlier this week — at luxury price points.

Lee’s most reasonably priced women’s handbag starts at 1,990 kilos for a leather rose clutch, while a majority of luggage sit between 2,000 kilos and a couple of,890 kilos.

There may be also a fake fur clutch constructed from cotton, polyurethane and acrylic that retails for 3,590 kilos, and is barely available via preorder.

Other items from Lee’s first Burberry collection include a pair of stud earrings for 290 kilos; a wool duck beanie costing 2,990 kilos, and a feather stretch viscose gown that’s Made in Italy and costs 50,000 kilos. 

Lots of those items are on display at Burberry’s newly reopened Recent Bond Street flagship. The shop has put a concentrate on the high-end customer, and luxury interiors and services that would rival those of a five-star hotel.

The shop, situated on considered one of the most popular retail strips on this planet, had been under refurbishment for the past two years and reflects a more modern and minimal design concept, which Burberry unveiled in its Knightsbridge store in 2021.

Per Akeroyd’s ambitions, the shop concept has evolved with a view to accomodate a much bigger concentrate on accessories and a fresh approach to paint and branding by Lee, who made his runway debut for the brand in February.

The look of the Recent Bond Street store also reflects its swanky Mayfair location and the high-end clients that Burberry, like so many luxury brands and retailers, has been cultivating in recent times.

“It’s Burberry’s anchor store and a destination, and since of the placement the main focus is admittedly on elevation, service and luxury,” Akeroyd said during a walk-through in June.

He described the shop as a spot to host clients, adding that the corporate will probably be increasingly focused on developing “our elite customer base, which has really been growing strongly during the last yr or so.” 

The shop spans nearly 22,000 square feet over three floors, and Akeroyd described it as a showcase for British luxury. 

The space is brilliant, with wide open floor space and fixtures designed to make the clothes and niknaks pop. The design is pared back, and the star of the show is the merchandise.

There are white partitions with matching floors, that are interrupted once in a while with shiny, Art Deco-style tiles arranged in a checkerboard pattern. 

Flashes of color and texture appear across the space in the shape of chubby chairs or swirling rugs covered in intense cobalt blue, Burberry’s latest color. A soft bouclé sofa is made for lingering, while gold-tinged fixtures add one other dash of Art Deco.

Sculptural wood furniture dotted across the space adds a midcentury modern touch.