{"id":59108,"date":"2018-02-17T10:45:15","date_gmt":"2018-02-17T10:45:15","guid":{"rendered":"https:\/\/www.biphoo.com\/bipnews\/?p=59108"},"modified":"2018-02-17T10:45:15","modified_gmt":"2018-02-17T10:45:15","slug":"tea-sets-and-ascot-inspire-mulberrys-instant-fashion-launch","status":"publish","type":"post","link":"https:\/\/www.biphoo.com\/bipnews\/entertainment\/tea-sets-and-ascot-inspire-mulberrys-instant-fashion-launch.html","title":{"rendered":"Tea sets and Ascot inspire Mulberry’s instant-fashion launch"},"content":{"rendered":"

Tea sets and Ascot inspire Mulberry’s instant-fashion launch<\/span><\/strong><\/span><\/h2>\n

Britain\u2019s Mulberry looked to the garden parties of old to inspire its most modern fashion collection to date, as the brand on Friday launched a new format allowing shoppers to buy its wares straight off the catwalk instead of months later.<\/span><\/p>\n

The label unveiled its latest designs – including dresses in floral prints recalling those adorning English tea sets – on the first full day of London Fashion Week, which runs until Feb. 20.<\/span><\/p>\n

Mulberry, best known for its handcrafted leather bags manufactured in southwest England, is the latest fashion firm to experiment with a model dubbed \u201csee now, buy now\u201d, making every item on show on Friday immediately available to clients.<\/span><\/p>\n

Traditionally collections only are manufactured after the runway displays, when feedback from department stores and fashion critics is in, landing in stores six months later.<\/span><\/p>\n

British peer Burberry, set to unveil its next collection on Feb. 17, was another early adopter of the revamped fashion calendar, while other rivals are still split over its merits.<\/span><\/p>\n

\u201cWe\u2019re going more to the consumer,\u201d Mulberry Chief Executive Thierry Andretta said after the show, which ended on a musical note as singer Alison Goldfrapp appeared on the runway belting out one of her duo\u2019s hits, with the fitting refrain \u201cI can\u2019t wait anymore\u201d.<\/span><\/p>\n

Models paraded in oversized hats recalling those worn at British racecourses like Ascot, while the spring-summer collection featured linen suits and silk dresses with ruffled edges, a motif also present in the trimmings of some of the handbags.<\/span><\/p>\n

Designs in multi-coloured stripes were inspired by the patterns of seaside deckchairs, according to the show notes.<\/span><\/p>\n

Designer Johnny Coca said he was not troubled by having to nail down the looks months in advance of the runway display.<\/span><\/p>\n

\u201cIn a way I was just doing a collection as always,\u201d Coca said. \u201cIt\u2019s interesting just to see how you can change the rules to deliver the show.\u201d<\/span><\/p>\n

Fashion brands have traditionally presented collections for the following autumn and winter season in February.<\/span><\/p>\n

Source:-\u00a0https:\/\/www.reuters.com\/article\/us-fashion-london-mulberry-group\/tea-sets-and-ascot-inspire-mulberrys-instant-fashion-launch-idUSKCN1G027D<\/span><\/p>\n

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