Burberry is taking a trip into nature for its SS21 show

, Milan and Paris. But many in the industry held onto a naive optimism that, ‘It’ll just be one season of virtual showcases, and then this’ll all have blown over in time for the shows in September’. However, as September edges closer, that's looking more and more unlikely.

As the severity of the pandemic has exponentially increased in the months since then, and with the production of an effective vaccine still far from a certainty, independent designers and large houses alike are now having to develop innovative new ways to present their SS21 collections. The latest to reveal how they plan to do so isOn September 17th, they’ll stage “an immersive show experience set in the British outdoors,” a statement reads.

“As humans, we have always had a deep affinity to nature. We have had to respect and rely upon its power for our very existence, whilst marvelling and revelling in its extraordinary beauty,” says, Burberry's creative director. “Especially recently, we have all yearned to reconnect again and for this show, I wanted to celebrate these feelings by bringing our community together in a creative experience that takes place within the beautiful, natural landscape of Britain.

All this said, it’s not an entirely novel proposal for Burberry. They were, after all, among the first to pioneer the livestreaming of shows when it adopted a see-now-buy-now model back in 2016 , by which clothes seen on the runway were immediately available to purchase. What this announcement does offer, however, is an insight into how larger brands will go about replicating the impactful, social media-friendly spectacles they’ve come to rely on to an entirely online audience.

Remember when they literally burned their extra textiles just so no one else had access to them instead of doing the sustainable thing and donating/reusing? Lol Burberry, don’t take the trip to nature sis

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