Two fashion powerhouse, Burberry and Barneys, are joining forces for an exclusive capsule menswear collection set to bring quintessential Britishness stateside.
Titled Burberry xo Barneys New York, the joint effort sees model and drummer George Barnett fronting the campaign in order to bring a true sense of London and British heritage to the US department store.“The collaboration was viewed as a strategic initiative intended to mix the Prorsum and London collections in a modern way that we could celebrate directly with our customers at Barneys New York,” explained Tom Kalendarian, executive vice president and general merchandise manager of menswear and Chelsea Passage at Barneys New York. “In sharing this unique project, we believe it will not only strengthen our relationship with Burberry but likewise with our clientele,” he added.
As a powerful digital collection, and one that has been pushed through online campaigns and lookbooks, Burberry xo Barneys New York aims to bring the “ease, confidence and rebellion” of the pieces to New York shoppers keen to get a slice of the London look. And George Barnett appears to be the perfect ambassador for the stateside transition. “[He] was recommended by Burberry to model the collection; he represents the spirit of the collection,” said Tom Kalendarian. Barnett himself adds that “Burberry has a heritage that matches that of East London, which is both noble and unruly.” Images for the campaign show the musician photographed in moody black and white around his neighbourhood and customers can shop a variety of items straight from the lookbook, including jeans, shoes and accessories.
The collection, which launched February 8, is available online and in Barneys stores in New York and Beverly Hills.