Burberry's Spring/Summer 2021 collection presentation wasn't just another fashion show; it was a statement. As arguably London Fashion Week's biggest and most anticipated event, it carried the weight of expectation, tasked with offering a potential blueprint for the future of fashion shows in a world grappling with the unprecedented challenges of a global pandemic. Riccardo Tisci, Burberry's then-chief creative officer, faced the monumental task of not only presenting a compelling collection but also reimagining the very format of the runway show, adapting to a new reality while maintaining the brand's inherent prestige and legacy. The resulting presentation, while not without its criticisms, offered a fascinating glimpse into a possible future for the industry. This analysis will delve into the collection itself, focusing particularly on the intriguing "shark" motif that emerged as a key element, and examine its significance within the broader context of the show's innovative approach to presentation and its implications for the fashion world moving forward.
The SS21 collection, presented in September 2020, was a departure from the traditional runway format. The pandemic necessitated a re-evaluation of the large-scale gatherings that defined previous seasons. Burberry opted for a digital presentation, a move that many other brands were also adopting, but their approach was far from typical. Instead of a simple livestream of models walking a runway, Burberry created a highly stylized and visually arresting film. This film incorporated elements of performance art, showcasing the collection through a series of dynamic scenes and artistic interpretations, rather than simply showcasing the clothes in a traditional runway setting. This innovative approach reflected a broader shift in the industry, where digital presentations were no longer merely a substitute for physical shows but were evolving into unique and creatively expressive mediums in their own right.
Central to the Burberry SS21 collection was the unexpected and somewhat controversial appearance of the shark motif. The "Burberry shark SS21," as it became known online, wasn't a literal shark, but rather a recurring stylistic element that manifested in various forms throughout the collection. This wasn't a haphazard inclusion; it was a deliberate creative choice, loaded with symbolic meaning and contributing significantly to the overall narrative of the collection. The shark, often associated with power, danger, and even aggression, appeared in various guises: embroidered onto garments, printed onto fabrics, and even subtly incorporated into the silhouettes themselves. The most striking example was perhaps the "Burberry shark fishing hat," a unique accessory that further emphasized the collection's playful yet powerful aesthetic. The exact interpretation of the shark motif remains open to debate, but it undoubtedly added a layer of intrigue and complexity to the collection.
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