Burberry Brings Back The Classic 'Check' For An Exciting New Era

And Christopher Bailey gives the whole collection a more grounded, less perfect and more youthful feeling

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The classic Burberry check is back, after rising to the height of fashion, and then falling out of it, and now coming back in again.

The brand's chief creative officer Christopher Bailey revived the print, once famously and controversially associated with 'chav' culture, in his latest collection held in Old Sessions House last night.

Looks from the September 2018 'See Now, Buy Now' show
A model walks for Burberry, September 2018

And smartly so, capitalising on the buzz Gosha Rubchinskiy - streetwear king and critical darling - created around the plaid when he used it throughout his spring/summer '18 men's collection, done in collaboration with Bailey.

A street styler poses wearing Burberry shirt and bag, Gosha Rubchinskiy trousers and Raf Simons shoes

It was, in short, a moment. And one from which a fruitful relationship was born.

Proof? Burberry's latest collection, which captured a young, distinctly British, and uncharacteristically urban brand of cool that looked fresh.

No doubt, that was the influence of Gosha who was in the room, and one of the contributors to the show's corresponding photo exhibition, 'Here We Are.'

Burberry ss18

The more grounded, less perfect and more youthful feeling was present in the clothes -- see the refreshing eccentricity in Bailey's mash-up of plastic rain jackets, fair isle knits, baseball hats and brooches, which were a world away from military-meets-boarding school sensibility of seasons past.

Burberry ss18
Burberry ss18

But it was also in the casting (ranging from Adwoa Aboah to Kaia Gerber), front row (Stormzy, Cleo Wade, Selah Marley and a fist-pumping Cara Delevingne), and soundtrack (vintage Pet Shop Boys.)

Stormzy at Burberry September 2018
Selah Marley, Jordan Vickors and Mabel McVey

It was Bailey's strongest collection, and show, in recent memory. And it's all in stores now.

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