What would you do if you had one of Burberry Prorsum’s divine lace panelled corset inspired dresses from their AW 10 collection? Protect it of course- with a sexed up thick cropped shearling leather jacket! And what would you do if you wanted it immediately, as soon as  you saw it live streamed from the runway? You would simply go to Burberry’s website and make your purchase within 72hours of the Burberry Aw10 LFW show.

Christopher Bailey is simultaneously pioneering the way fashion is communicated and sold, whilst making collections that strike the balance between sensationalism and wearability. His Burberry Prorsum AW 10 show was live streamed in 3d to a private audience in New York, Tokyo, Paris and Dubai and Los Angeles.  It was also live streamed in 2d at live.burberry.com for any one with internet access to enjoy which Bailey invited everyone in a pre-shiw video here. Now, we have seen live streaming before at Dior Homme and many others, however Bailey went one step further. For the first time in fashion history, he made a selection of designs from the AW 10 collection available online to purchase for 72 hours after the show.  There must have been a global movement of mouse buttons towards the purchase button for the thigh high skake skin boots.

Enough about Burberry’s expertise in online communication, lets get down to what was communicated. Burberry Prorsum AW 10 ‘The Burberry Cadet Girls’ was strong and sophisticated marrying the balance between feminine and tough. Thigh high boots gave an edge to feminine dresses of lace panelling and flattering ruching.  Tough shearling leather jackets were cropped to show off the waist line which accentuated an hour glass shape. Colours worked together tonally in muted earthy hues that could be mixed and matched throughout the collection. Slender belts nipped in the waisted of knee length military jackets and thick gold zips toughened up silk gathered dresses with assymetrical panels.A clear message was broadcast for the season.  You need two variations of a military inspired jacket on short and one long (two which Burberry gave ample variants), a knee length dress with lace work, a pretty blouse , a beautifully tailored high waisted skirt and some fabulous sky high boots.

If I were you, I’d stop reading this right now and head to the Burberry website, you only have 24hours to acquire Burberry’s fashion magic. Christopher Bailey- we salute!