The complete Burberry Spring 2017 Ready-to-Wear fashion show, now archived on Vogue Runway, offers a fascinating glimpse into a pivotal moment in the history of the iconic British brand. This collection, presented under the Burberry Prorsum label, represents the culmination of a long and storied lineage, a final flourish before the brand's significant rebranding and streamlining. Understanding the context of this collection requires delving into the meaning of "Prorsum," exploring the key pieces, and examining the reasons behind the eventual abandonment of the sub-brand.
Prorsum Burberry Meaning:
The term "Prorsum" is Latin for "forward." It was a significant part of Burberry's branding for many years, representing the brand's forward-thinking approach to design and its commitment to innovation. Burberry Prorsum wasn't simply a line; it was the flagship collection, showcasing the house's most creative and luxurious offerings. It embodied the pinnacle of Burberry's design ethos, a blend of classic British tailoring with modern, often edgy, design elements. This label signified a higher tier within the Burberry brand hierarchy, differentiated by its superior fabrics, intricate detailing, and runway-inspired aesthetics. The "Prorsum" label implicitly communicated quality, prestige, and a forward-looking vision, setting it apart from the more accessible Burberry London and Brit lines. The decision to drop "Prorsum" ultimately marked a significant shift in the brand's strategy, aiming for a more unified and streamlined identity.
Burberry Prorsum Boots:
The Spring/Summer 2017 collection featured a range of footwear reflecting the overall aesthetic. While detailed images from Vogue Runway may not explicitly highlight every single boot style, we can infer the likely presence of both practical and statement pieces. Given Burberry's heritage and the prevailing trends of the time, we can anticipate the inclusion of ankle boots in leather and suede, potentially featuring details like buckle straps, contrasting stitching, or equestrian-inspired elements. The boots likely ranged from classic styles suitable for everyday wear to more avant-garde designs reflecting the season's runway themes. The choice of materials and embellishments would have reflected the luxury positioning of the Prorsum line, utilizing high-quality leather and employing meticulous craftsmanship. Unfortunately, without specific runway images focusing solely on the footwear, a detailed analysis of individual boot styles remains limited.
Why Did Burberry Drop Prorsum?
The decision to drop "Prorsum" in 2015 was a strategic move by then-CEO Christopher Bailey. The brand aimed to simplify its branding and create a more cohesive identity, moving away from the tiered structure that separated Prorsum from other Burberry lines. This streamlining effort was intended to improve brand clarity and enhance its global reach. The multiple labels could have caused confusion for consumers, particularly internationally, obscuring the overall Burberry brand message. By eliminating the "Prorsum" label and focusing on a singular Burberry identity, the company aimed to project a more unified and consistent image across all its product lines and marketing campaigns. This shift also aligned with a broader industry trend towards simplified branding and a focus on creating a stronger, more recognizable brand identity. The move, while controversial among some long-time Burberry enthusiasts, ultimately reflected the company's desire for a more streamlined and commercially effective approach to its global brand positioning.
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