Michigan Avenue - Niche Media - Michigan Avenue magazine is a luxury lifestyle magazine centered around Chicago’s finest people, events, fashion, health & beauty, fine dining & more!
Issue link: http://digital.greengale.com/i/89744
Britain Automatic ($1,795) Christopher Bailey's latest take on the classic trench for Fall 2012. continued from page 83 company: We're about to turn 157 years old, but we're a very young team. And that kind of digital technology/com- munication/social media influence is a very instinctive part of the culture, so it felt right to make it very inclusive in our Chicago experience." When we spoke in early October, Bailey also was finalizing the details for a capsule collection of limited-edition pieces that would be exclusively available in the new store: "about 30 women's styles, and then five men's really iconic trench coats," he says. "I wanted to do it all in black and white with a touch of pale gold; I love the moder- nity of black and white, but also wanted that iconic trench color. We've only done this once before, for the London store opening a cou- ple of months ago. But I love the idea of a one-off collection that does not and will not exist anywhere else. It's very special." Th e Michigan Avenue store promises to be a chic amalgam of modern-meets- heritage. Just as he does throughout his ready-to- wear collections, Bailey will mix this capsule collection with modernist details that put a forward-thinking spin on Burberry's trench coat heritage elements. appeals to someone who loves fash- ion," he says. "We think of it as a chameleon of a coat, and that idea extends to everything we do. I hope people see that we always respect our history and the foundation of where we come from, and we know we have a customer who loves the heritage and loves the classicism of the brand. And by working with social media and digital tech- nology, we also talk to a younger audience, eager to discover us as well." Just like every project Bailey touches, the Michigan Avenue store promises to be a similarly chic amalgam of modern-meets- heritage, forward-meets-classic. Bailey adds that this month he'll be among the most excited to see the results of those efforts. "We were very lucky with this site," he says. "It's allowed us to create something that is architecturally inter- esting and also has a modern point of view. It feels like just the right place and the right moment to set down some roots." MA 84 MICHIGANAVEMAG.COM "The is a real classic that also Studded gloves ($650) and Nubuck orchard bag with ornamental animal head ($2,195)