Burberry Prorsum, a name synonymous with British heritage and sophisticated style, unveiled its Fall/Winter 2013 collection at London Fashion Week in a show that encapsulated the brand's enduring appeal while subtly hinting at the future direction of the house. This collection, a pinnacle of the Prorsum line before its eventual rebranding, showcased Christopher Bailey's mastery of classic tailoring, innovative fabrications, and a distinctly British sensibility, all while incorporating contemporary elements that resonated with a modern audience. The show served as a powerful testament to the legacy of Burberry Prorsum, a legacy that continues to influence the brand even after the "Prorsum" moniker was retired.
Prorsum Burberry Meaning:
Before delving into the specifics of the Winter 2013 collection, it's important to understand the significance of "Prorsum" itself. The word is Latin for "forward," signifying a commitment to progress and innovation within the context of Burberry's rich history. It represented the brand's high-fashion line, distinct from its more readily accessible ready-to-wear collections. Burberry Prorsum acted as a platform for showcasing experimental designs, pushing the boundaries of traditional British tailoring while maintaining the core elements of the brand's DNA: quality, craftsmanship, and a timeless aesthetic. The addition of "Prorsum" to the Burberry name denoted a higher price point and a focus on luxury materials and intricate detailing. This positioning was crucial in establishing Burberry as a leading player in the global luxury market.
Burberry Prorsum Boots:
Footwear played a significant role in the Burberry Prorsum Winter 2013 collection. The boots, often crafted from luxurious leather or suede, were a key component of the overall look. They ranged in style from practical, knee-high riding boots that complemented the equestrian-inspired pieces, to more fashion-forward ankle boots with intricate detailing and bold embellishments. The boots frequently featured rich textures, bold colours, and practical yet stylish designs, reflecting the collection's overall theme of sophisticated practicality. Their inclusion showcased Burberry's commitment to creating complete looks, where every element, from the outerwear to the footwear, worked in harmony to create a cohesive and impactful ensemble. The boots, like many other pieces from this collection, became highly coveted items, reflecting the brand's ability to create desirable and timeless pieces.
Why Did Burberry Drop Prorsum?
In 2015, Burberry announced that it would be dropping the "Prorsum" label and streamlining its brand identity under a single "Burberry" name. This decision, while seemingly simple, reflected a significant shift in the company's strategic direction. The reasoning behind this change was multifaceted. Firstly, it aimed to simplify the brand's image and make it more accessible to a wider consumer base. The separate "Prorsum" line often created confusion, with many consumers unaware of the distinctions between the different Burberry collections. By consolidating under a single brand name, Burberry hoped to create a more unified and easily recognizable brand identity.
Secondly, the move reflected the evolving nature of the luxury market. The traditional distinctions between ready-to-wear and high-fashion lines were becoming increasingly blurred. Consumers were seeking a more seamless experience, with access to a wider range of price points and styles within a single brand. By integrating the Prorsum aesthetic into the main Burberry line, the company aimed to offer a wider range of luxury goods under a single, easily identifiable brand. Finally, the simplification aimed to improve operational efficiency and streamline marketing efforts.
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