Haute Event: VIP Guests Watch SS 2011 Burberry Prorsum Live at Dubai Mall Boutique

Rouaa Abu Hasain and Friend

Just a few days Burberry revealed its Burberry Prorsum Spring Summer 2011 Womenswear at London Fashion Week. The brand’s global followers were also able to view the collection broadcasted through special in-store and online livestreams. A private event to view the show was held at Burberry’s Dubai Mall boutique.

In London, the show took place at the Chelsea College of Art and Design and was attended by over 1000 guests including Burberry CEO Angela Arendts, Sarah Jessica Parker, Serena Williams, Alexa Chung, Donna Air, Andy Murray, Eason, Cat Deeley, Douglas Booth, Poppy Delevigne, Aaron Paul, Gwilym Gold, and Philip Green. British Bands Life in Film, The Cheek, and Ramona played at the event.

The show was broadcast live from London to retail theaters in 25 Burberry flagship stores worldwide making it the first live global instant purchase event. Following the viewing on high-definition screens spanning 3 x 3 meters, guests were able to purchase the collection through a custom-built Burberry iPad application.

Rosemin Manji, Maryam Allibhai and friend

Customers across the globe were immediately able to order the largest runway assortment from Burberry since it developed its “Runway to Reality” concept in 2009 all selected by Burberry Chief Creative Officer Christopher Baily. What a revolutionary development in the luxury industry’s global outreach–a fantastic way to build a worldwide audience for such a pivotal fashion event.

Laura Gatsos and Nour Ajam Al Sabbah

Pre-order pieces will be available to everyone at Burberry.com until Tuesday 28 September  for delivery in just 7 weeks.  A version of the full show can be found online at Burberry.com.

RR & Co. Bespoke Luxury Management organized the VIP Burberry Event at the Dubai Mall.