2018 marked a pivotal year for Burberry, a year of significant change driven by a new creative director and a renewed focus on brand identity. While no Burberry lines were *discontinued* in the sense of completely ceasing production, the year saw a significant shift in strategy, impacting product offerings and ultimately shaping the brand's trajectory for years to come. This article will delve into the key events and developments that defined Burberry in 2018, exploring aspects like the evolving collections for men and women, dividend announcements, and the overall news cycle surrounding the luxury fashion house.
Why is Burberry Discontinued? (Addressing a Misconception)
The premise of Burberry being "discontinued" is inaccurate. Burberry, a globally recognized and established luxury brand, continues to thrive. However, 2018 did see a significant reimagining of the brand under Riccardo Tisci's leadership, succeeding Christopher Bailey. This shift involved a strategic reassessment of product lines and a conscious effort to modernise the brand's image. Some older styles or specific items might have been phased out as part of this revitalization process, leading to the misconception of discontinuation. The removal of certain products, however, was part of a broader, deliberate strategy, not a sign of the brand's demise.
New Burberry for Girl: A Fresh Perspective on Feminine Style
Riccardo Tisci's arrival as Chief Creative Officer in March 2018 brought a distinct new aesthetic to Burberry's women's collections. His debut collection, showcased in September 2018, marked a departure from Bailey's more romantic and classic approach. Tisci infused the brand with a darker, more edgy, and contemporary sensibility. The "new Burberry for girl" was characterized by:
* Stronger silhouettes: Structured tailoring, sharp lines, and a more assertive form replaced the softer, flowing styles prevalent under Bailey.
* Bold graphics and logos: Tisci reintroduced the Burberry check in a more prominent and impactful way, often using it in unexpected and modern contexts. This was a strategic move to reclaim and revitalize a key brand identifier.
* A diverse range of influences: The collection drew inspiration from various sources, blending British heritage with contemporary streetwear and a touch of gothic romanticism. This eclectic mix reflected Tisci's own diverse creative background.
* Emphasis on individuality: The collection offered a wider array of styles, catering to a more diverse range of tastes and personalities within the Burberry customer base. It moved away from a singular, overly defined aesthetic.
This new direction for the women's line was met with a mixture of reactions, with some praising its boldness and modernity, while others lamented the departure from the more traditional Burberry aesthetic. Regardless of the critical reception, it undeniably marked a significant turning point for the brand's image.
Burberry New In Men's: Redefining Masculinity
The men's collections also underwent a transformation under Tisci's vision. Similar to the women's line, the "new in men's" showcased a blend of classic British tailoring with a modern, street-influenced edge. Key features included:
* Reimagined tailoring: Traditional suits and outerwear were reinterpreted with contemporary cuts and details, often incorporating unexpected elements like graphic prints or contrasting textures.
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