On the Runway

Burberry Builds Bespoke Technology Into This Season’s Collection

Sunday’s show might have revisited tradition, but a new made-to-order catwalk service reconfigures the classics with more than just modern fabrics

Photo Courtesy of Burberry

Gabardine rubber trench coat / Photo Courtesy of Burberry

Burberry has launched a personalized made-to-order catwalk service that marries fashion with the 21st century in an entirely new way. Customers can now order bespoke pieces hot off this season’s runway that will feature innovative built-in technology. Simply passing a smart phone over high-end purchases will unlock video footage that retraces the item’s journey from sketches, to pattern drafting, to—voilà—the finished product.

Photo Courtesy of Burberry

Optical python print cropped jacket / Photo Courtesy of Burberry

Pieces from the Fall 2013 runway collection available immediately for bespoke personalization include a selection of the British luxury brand’s iconic trench coats and Crush bags. Fashion fans can choose to have an engraved metal nameplate added to items, which already feature wide-ranging details from laminated leather to animal print calfskin, in shades of oxblood and caramel. Belted trenches with sheer latex stood out as the prime style and substance of the new collection, which Christopher Bailey called “Trench Kisses.”

Available for a limited time following Sunday’s show, the service will run until March 3.