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Burberry mixes town and country with rain for new collection

posted 20 Feb 2012, 14:30 by Mpelembe   [ updated 20 Feb 2012, 14:31 ]

One of the biggest names at London Fashion Week, Burberry Prorsum, unleashes simulated rain on its parade at Hyde Park which had with a town meets country theme.

LONDON, ENGLAND, UNITED KINGDOM (FEBRUARY 20) (BURBERRY HANDOUT) -The countryside met the city and also the rain at Burberry's London Fashion Week show on Monday (February 20).

Tweed and cord were key and bags had a distinctively country-living look. The classic Burberry mac was given a twist with belted with bows at the front. Pencil skirts had a zig-zagged ruffle and T-shirts were printed and appliquéd with owls and partridges. 

As loud crack of thunder rang out, models walked down the catwalk with umbrellas and simulated rain ran down the sides of the glass tent.

Chief creative officer Christopher Bailey told Reuters Television the downpour was about celebrating the things people see every day but don't appreciate and said he felt rain was romantic.

Speaking about the new collection, Bailey said he was interested in taking familiar worlds, playing with them and making them interesting again.

"You know I wanted the collection to be a celebration of these merging worlds. We talk so much of the physical and digital merging. I wanted that in the show as well so this merging of the town and field and the country merging into one but I also wanted it to be a very British very English show and have a sense of humour - make people smile as well."

The packed show was attended by American Vogue Editor Anna Wintour, who told Reuters Television she's a huge fan of Burberry.

"Well I think Burberry is the quintessentially British brand that Christopher has totally reinvented and made young and hip and fun and made a credible global success and one always comes here for the big scene and fantastic clothes and he's just done so much in terms of technology and image and I think it's so great for London that he's come back here to show."

Wintour also said she'd noticed a change in London's style this fashion week.

"Well I think what's so interesting to me this season is that London's gone very grown up and we used come here and think it's all going to be eccentric and funny and street chic and actually it's incredibly grown up and polished and sexy glamourous clothes, it's a global stage now, it's wonderful."

Actress Kate Bosworth, rapper, photographer Mario Testino and the face of Burberry model and actress Rosie Huntington-Whiteley were among the biggest international names at the event.

Huntington-Whiteley, who features in Burberry campaigns, said the label had been the best thing to happen in her career.

"I feel like they put my career on the map. I love working with Christopher and they've become like a family, I just have a good time."

London Fashion Week ends Wednesday February 23 with the mens' shows.