BURBERRY KIDS

one a pon a time , "you’re not familiar with the British company’s heritage, it was founded in 1856 by Mr Thomas Burberry. His eponymous brand became famous in 1911 when the Norwegian explorer Mr Ronald Amundsen wore Burberry equipment on his trip to conquer the South Pole. The brand caught the attention of the royal family and in 1955 Elizabeth II granted Burberry a royal warrant, which was refreshed in 1989 when Prince Charles started to wear Burberry coats. But it wasn’t until the turn of this century that the brand’s reputation really started to skyrocket. In May 2001, Christopher Bailey was appointed as Burberry’s chief creative officer and he has spent the past 10 years putting the company on the international fashion map. Inspired by the music scene, he is known for his fun twist on classic British style. Trickling down from the adult catwalks, the AW14 collection kids is full of super-cute mini-me inspired pieces. From flashes of red on the brand’s signature Nova print to classic trenches with all the same features as the grown-up sizes, scroll down for our favourites"…

Burberry Takes Over The Pool Deck At Crown Towers Sydney Georgia Fowler and Victoria Lee dazzle in navy as Burberry takes over the pool deck at Crown Towers Sydney for the star-studded launch of their TB Summer Monogram collection By Demeter Stamell For Daily Mail Australia Published: 04:29 EST, 9 December 2021 | Updated: 05:04 EST, 9 December 2021 Burberry made over the pool deck at Crown Towers Sydney for the launch of its new TB Summer Monogram collection. It's one of several Burberry takeovers all around the world, with other events taking place in Miami, Ibiza, Thailand and Dubai. Sydney is the final destination for this year's takeovers, which 'captures the optimism of a new season and the spirit of summer', according to the brand. Taking over: Burberry made over the pool deck at Crown Towers Sydney for the launch of its new TB Summer Monogram collection. Pictured, model Victoria Lee The luxury label transformed the pool deck with Burberry's new monogram collection, with the blue hue channelling summers in the Mediterranean. Plush lounges adorned with pillows sat in shallow pools, while day beds were lined up under Burberry umbrellas. The latest collection is a tribute to the fashion house's founder, Thomas Burberry, with his initials also covering the deck's furniture. Getting a makeover: The luxury label transformed the pool deck with Burberry's new monogram collection, with the blue hue channelling summers in the Mediterranean Life of luxury: In a post on Instagram on Wednesday, Georgia Fowler (pictured) shared a series of photos of herself lounging by the pool in a Burberry bathing suit Crown Towers Sydney was selected as the location of the Australian takeover thanks to its infinity pool, which boasts panoramic views across Sydney Harbour. The Sydney takeover started on December 6, and is open to Crown Towers hotel guests only. It's already attracted a host of local celebrities, including Georgia Fowler, Nicole Warne, Nadia Fairfax, Jadé Tuncdoruk, Sarah Ellen, Josh Heuston, Brooke Hogan and Victoria Lee. Decked out: Plush lounges adorned with pillows sat in shallow pools, while day beds were lined up under Burberry umbrellas In a post on Instagram on Wednesday, Georgia, 29, shared a series of photos of herself lounging by the pool in a Burberry bathing suit. Meanwhile, blogger Nicole, 31, shared a series of photos of herself relaxing on the couches in a Burberry lounge set. 'When @burberry takes over @crownsydney,' she captioned the post, adding a blue love heart emoji. VIP treatment: The Sydney takeover started on December 6, and is open to Crown Towers hotel guests only Advertisement Adam Driver's 'exhausting' Burberry Hero Shoot Adam Driver's 'exhausting' Burberry hero shoot credit:Bang Showbiz Adam Driver found it "exhausting" trying to "mirror" a horse's "physicality" for the Burberry Hero campaign. The 'House of Gucci' star - who recently admitted he "needs" to exercise for his "sanity" - started to question what he was doing when he suggested the idea to director Jonathan Glazer for the promo he shot for the iconic British fashion house's scent. The minute-long clip released earlier this year sees the 'Star Wars: The Force Awakens' actor running into the sea trying to keep up with a stallion, before swimming in the ocean and riding the animal - all while topless. And he quipped: “I had a conversation with Jonathan about the images and this idea of mirroring a horse’s physicality which, in my face, is fine. But in my body seemed really ambitious." The 'Girls' star continued: “I started training pretty soon after that, to get in shape and to try to be as sinewy as a horse, which is exhausting and interesting, and definitely peppered with moments of ‘what the hell am I doing?’” The 38-year-old star admitted it was pretty "nerve-wracking" working in such close proximity to a horse and he doesn't want to do it again. He added to AnOther Magazine: “They’re big and they’re primadonnas. "It’s nerve-racking when you’re treading water in the ocean and they pull this horse out, and he turns around and just stares you down with his mouth open. Having to [swim with him], latch on and ride him to shore is definitely something I don’t think I’ll repeat in my life.” Burberry Embraces Social Media For New Retail Concept Burberry has launched a new retail store in Shenzhen, China, that puts social media at the centre of the experience. The luxury fashion house has partnered with Tencent, the developer behind Chinese social media and payment app WeChat, on a ‘mini program’ that “connects and rewards customers as they explore online and in store,” according to Burberry CEO Marco Gobbetti. Customers can use the WeChat app to engage with the store and gain access to personalised or exclusive content either at home or in person. It also houses product information, bookings and virtual tours of the store, features that aren’t revolutionary and could easily be found in a standard retail app, although integrating app concepts into WeChat is considered more straightforward than launching a standalone app. The mini program makes use of social currency, which aside from the added digital content can also ‘unlock’ additional menu items in the on-site eatery, Thomas’s Café. The social currency also plays into the cute animal avatars assigned to customers, which evolve based on how much customers engage with the store. While gamification has been popular in retail since the dawn of eBay, its use has become increasingly important with the rise of social media. Burberry’s collaboration with WeChat comes at a critical time for the retail industry, which has faced enormous challenges in the wake of Covid-19. Between national lockdowns, logistical nightmares, conscious shoppers and a looming recession, retail brands have been grappling with how to engage with customers and adapt to a new set of circumstances that are likely to have a lasting effect well into the future. Burberry has long been a pioneer in mixing digital with in-store experiences to engage customers, and this latest move offers a glimpse of how apps may begin to play an increasingly important role in stores. While the spread of WeChat’s functions makes it a far stronger proposition for Burberry than a Western social media equivalent, the concept marks out a blueprint for the future of social media in the world of retail. Burberry Shenzhen social retail storeAvatars are assigned to customers through the Burberry WeChat mini program. All images courtesy of BurberryBurberry store in Shenzhen, ChinaBurberry Shenzhen social retail storeAll products are labelled with QR codes that link customers to additional content and help to build up social currency Burberry Shenzhen social retail store burberry.Com