To celebrate Saks Fifth Avenue’s unveiling of Daniel Lee’s debut winter 2023 collection, Burberry will install a series of window displays and immersive visual installations at the luxury retailer’s New York flagship on Friday. They will be up until Sept. 26.
Saks Fifth Avenue is the first wholesale partner in New York to introduce the collection, which includes womenswear, menswear, shoes, bags and accessories. Saks has the exclusive for one week.
Designed to showcase key pieces, the displays and installations blend art with architecture and introduce visitors to Lee’s creative expression for the house.
Windows will feature rose-shaped sculptures, a motif explored throughout the winter 2023 collection. Inside the store, the sculptures are replicated as shoppable installations, with shelves for product within the petals, stems and leaves.
Colored in new seasonal shade Mimosa, the installation sets the stage for Lee’s first collection for Burberry.
Thibaut Perrin-Faivre, president, Americas for Burberry, said, “We are so excited to celebrate Daniel Lee’s first collection with a special takeover of Saks Fifth Avenue. Inspired by a key motif from the collection, the quintessential English rose, the takeover offers visitors the unique opportunity to explore our beautiful luxury products in a bold and immersive setting.”
Tracy Margolies, chief merchandising officer at Saks, said, “Lee has ushered in a new era at Burberry, and his debut collection delivers a fresh take on the house’s brand identify, while simultaneously paying homage to its archival roots. We are honored to collaborate with Burberry to celebrate this important milestone, and we know our clients will be thrilled to shop the collection before anyone else.”
Lee, who made a name for himself with accessories at Bottega Veneta, has added an element of fun to Burberry’s classic styles, adding shots of color, faux fur and goat leather to clothing and accessories.
When chief executive officer Jonathan Akeroyd laid out his strategy in a presentation last November, he said he wanted Burberry to be “desirable and relatable,” with product being front and center, a renewed focus on “femininity,” and an emphasis on underdeveloped categories such as footwear.
In addition to the Saks flagship, the collection is available to shop on saks.com and and select Saks stores across the country. It has already launched at Burberry retail locations.
Source: WWD