Burberry, the British luxury brand has launched a new initiative Travel Tailoring and is promoting it through a global digital campaign which has been shot in London. It is a new addition to the range of menswear the brand offers. The new collection features suits designed for men who travel regularly. Burberry’s Chief Creative Officer, Christopher Bailey describes it as a new type of tailoring which has been developed specifically for the travel consumer who wants to look sharp on the go. The key defining elements of the new collection of suits are their innovative lightweight construction for the front lapels of the suit, lightweight shoulder construction and naturally flexible fabrics.
The Italian Fabric is Marino Wool Specially Woven to Resist Creases
Some elements of the blazer have been borrowed by the new tailoring because the suit jacket of the new collection has also been tailored to sit like a normal blazer. However the jackets boast of more modern canvassing which adds to the flexibility and rotation in the shoulder. The fabric used for the suits are also new and has been developed in Italy. Known as memory fabric, it is 100% merino wool specially woven to resist creases and crumples. Bailey believes that Travel Tailoring is also based on design innovation and craftsmanship and perhaps goes against the traditional construction of the classic British suit.
More Brands Are Expected to Join in This Growing Trend
The video of the campaign released showcases the innovative aspects of the suit and allows the viewer to explore the suits in more detail. The prices for the new line start at $1,995 for a two piece suit. The blazers are separately available for $1,295. With increased business travel the trend for luxury travel friendly suiting has grown over the years. The Italian luxury label Gucci also offers travel suits. Their Signoria range is also made out of wrinkle free fabric and is priced at $2,790. The other luxury brands are sure to follow the trend and the new collections are bound to get more luxurious every season.