The Burberry Pre-Show with Rosalía, Bella Hadid & Steve Lacy

September 18, 2020

If you can’t bring celebrities to the front row, why not bring the show to them instead? As a very unconventional London Fashion Week kicks off today, Burberry proves there are still headlines to be made in a socially distanced world by tapping an all-star cast of Erykah Badu, Rosalía, Steve Lacy and Bella Hadid (the supermodel having just modelled the brand’s latest bag campaign) to virtually host its SS21 show ‘In Bloom’.

Going live from gaming favourite livestream platform Twitch half an hour before the collection debut, the luxury giant launched the SS21 season with a pre-show chat between the four guest hosts, who discussed everything from connecting with nature in lockdown and creating art in moments of stillness to their alter ego names (Bella’s is Belinda, FYI) and meeting Burberry’s creative director Riccardo Tisci for the first time.

As the chat – watched by a cool 35,000 people – came to an end, the cameras switched to multiple perspectives of models changing into the SS21 collection in a hall of mirrors-style changing room. Sounds of chirping birds and trees rustling in the wind set the scene. “As humans, we have always had a deep affinity to nature,” read the brand’s notes.