As one would expect, Burberry has some special plans in store for its first straight-to-consumer runway show, which will take place during London Fashion Week on Sept. 19 at 7:30 p.m. local time. The brand announced on Tuesday that both the show — which will mark the first time mens and womenswear will be shown together — and the collection are inspired by Virginia Woolf's gender-bending, time-traveling classic novel, "Orlando." (If you're unfamiliar, Tilda Swinton played the badass and very British titular role in a 1992 movie adaptation.)
The novel's influence can already be seen in the first images of the Burberry fall campaign, also released on Tuesday, starring Jean Campbell, Cavan McCarthy and Alex Dragulele, photographed by Mario Testino. The images will begin appearing in major fashion magazines this month and will be released in full after the September presentation, when the apparel and accessories featured in the ads hit stores.
Testino's campaign also stars some of the English, Scottish and Italian artisans who work for the brand — starting off with Piero Calosi, the pattern maker for Burberry's new Bridle bag (see below). The inclusion of artisans also relates directly to the September runway show, which will take place at "Makers House." From Sept. 21 to 27, the venue will be open to visitors and exhibit "original works by a selection of makers who will use this space to experiment and create, using the collection's inspiration as the starting point for their work," explained the brand in a statement.
"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," said Christopher Bailey, chief creative officer and outgoing CEO. Clearly both those goals will be articulated through Burberry's new, seasonless approach to the runway show — one that the brand is hoping will perk up sales as it continues to streamline its business.
Note: A previous version of this article misstated the date of the Burberry September show. It's on Sept. 19, not Sept. 17.