The Spring/Summer 2013 menswear collection from Burberry Prorsum, showcased in Milan, remains a significant moment in the brand's history. While the label itself no longer exists, the collection offers a fascinating glimpse into the creative direction of the time and the evolution of Burberry's identity. To fully appreciate the collection, it's crucial to view the runway, backstage, and front-row footage available through Style.com (now Vogue Runway) – a visual feast that captures the energy and artistry of the presentation. This article will delve into the specifics of the SS13 collection, exploring its design elements, its place within Burberry's broader narrative, and the context of the brand's subsequent decision to discontinue the "Prorsum" label.
The Style.com footage provides an invaluable resource. We see the models emerge, not just as clothes-hangers, but as characters embodying the collection's spirit. The cinematography captures the subtle details: the fall of a tailored jacket, the texture of a printed shirt, the confident stride of the models. The backstage glimpses offer a behind-the-scenes perspective, revealing the meticulous preparation and the collaborative energy that brought the collection to life. The front-row footage, a snapshot of the fashion world's elite, underscores the collection's significance within the industry at the time. These visual elements are crucial for understanding the impact and lasting legacy of this particular Burberry Prorsum show.
While specific design details require viewing the footage, we can generally characterize the SS13 collection as a blend of classic Burberry elements with a contemporary twist. The show likely featured the brand's signature trench coats, reimagined in lighter fabrics and bolder colors suitable for warmer weather. Expect to see a range of tailoring, from impeccably cut suits to more relaxed separates. Prints, a key element in many Burberry collections, would have played a significant role, possibly incorporating floral motifs, geometric patterns, or even abstract designs reflecting the season's trends. The colour palette would likely have been vibrant and diverse, moving away from the more muted tones often associated with the brand's heritage.
The collection's success, as evidenced by its reception at the time, likely stemmed from its ability to balance tradition and innovation. Burberry, even before the dropping of the "Prorsum" label, was undergoing a significant brand evolution, striving to appeal to a younger, more contemporary audience while retaining its core values of quality and craftsmanship. The SS13 collection appears to have been a key step in this process, demonstrating the brand's capacity to create modern, desirable clothing while staying true to its heritage. This delicate balance was a key factor in Burberry's continued success, even as the fashion landscape shifted rapidly around it.
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