Be Still My Burberry Heart

26 February 2010

My coat

My American friend called the Burberry show Tuesday a "fashion-gasm". That about sums it up for me too, but not for the same reasons. The show was a triumph. It created need where there was none. It set trends and was dramatically staged with celebrities and plenty of pomp.

Of particular note was the outerwear and leather accessories. Burberry is as Burberry does.  

Shearling aviator jacket,  olive parka coat, navy cadet peacoat. Thigh-high boot, buckled shearling ankle boot, ruched snakeskin thigh boot. These fashion jewels kept on coming and all excited desire.

Desire like this once created, demands to be sated and the sooner the better. Burberry knows this. So how to satisfy when the collection on show will not be on sale for six long months?  This brings me to the point of this post. My "fashion-gasm" if you like. Sarah Mower reported on yesterday that Burberry were to allow fans to immediately act upon their desire for

80% the collection.

It took me a minute to click through to Burberry and there were all the coats from the runway collection, shown on a model who, moved and turned the jacket seductively when clicked upon. Until 28th February she is there for you too, and she will tantalise you with that coat you want. It takes two clicks to order and pay for the coat. Delivery in six to eight weeks. THAT is a fashion-gasm: a totally new way to access the nerve center that controls my shopping habits.  I do believe it is creating a new neural pathway as I write.

"Every step forward changes or challenges past mechanisms" one of my sage fashion critic friends emailed today.

Still, I would very much would like to buy the coat above. It costs £2,795.

Below is the jacket (£2,195) purchased yesterday by Rachael Proud the buyer in charge of designer collaborations at Topshop. She is a very happy girl today, as this jacket is fabulous and will suit her down to the ground. She followed the same path as me upon reading Mower's review on, except she closed the deal. ""Their returns policy is as normal, so if I don't like it, I can return it," she said with audible relief.

Rachael's jacket  

Kate Hudson's coat (and the dream coat of every fashion editor in the world) £5,495

During the show on Tuesday night I happened to see Kate Hudson mouth the words "I want all of it" to her neighbour. However according to my sources, she settled on this coat;  it reminds me of what she wore in 'Almost Famous.' My source at Burberry also tells me that Kristen Stewart ordered the blue military coat. Interesting, no?

The most-clicked and bought pre-order jacket from Burberry's AW10 runway

As my finger hovered above the "click and buy" button for my coat a wise fashion friend of mine pulled me to my senses. "What if you're over it before the Autumn kicks in?" What if indeed. So I'm waiting until Autumn after all...


Photos: Chris Moore/


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