burberry ss16
Photo: Courtesy of Burberry

After years of keeping three different lines—Burberry Prorsum (runway), Burberry London (workwear) and Burberry Brit (casual wear)—in its stable, British heritage brand Burberry has finally decided to consolidate the multiple brands under one label: Burberry.

“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,” Burberry CEO and Creative Director Christopher Bailey said in a press conference, reports Fashionista. “By unifying our three lines under one label we can also offer a much more consistent experience of Burberry’s collections.”

What this means is that the Burberry collection will be more streamlined and cohesive vision, as well as a united voice on all platforms. We’re eagerly waiting to see what fall/winter 2016 will bring for the brand.

By Pakkee