Burberry consolidates into one label

Burberry's Creative Chief and CEO, Christopher Bailey

While Balmain is busy mass producing their looks with H&M (and there’s nothing wrong with that except for the fact that you now need to plan your outfits carefully as you might be wearing the same Balmain X H&M jacket during a fashion event) here comes Burberry announcing that they’re consolidating all their diffusion brands under ONE Burberry brand.

Following the examples of Marc Jacobs and Donna Karan, both brands consolidating lines into one, Burberry’s Chief Creative and CEO Christopher Bailey announced that the three separate collections – Prorsum (runway), London, iconic trenches and accessories), and Brit (casual clothes) will now be fused under one label – BURBERRY.

In the brand’s press release Bailey shared, “The behaviour of the luxury customer is evolving, their style is more fluid and this is reflected in the way they shop … The changes we are making allow us to serve this new behaviour more intuitively. By unifying our three lines under one label we can also offer a much more consistent experience of Burberry’s collections.” ​