Burberry and the Beast?
British fashion house Burberry is branching out into more ‘Beastly’ apparel, courtesy of its latest line of accessories. Playing on the popularity of Disney’s classic Beauty and the Beast, the company is hoping that Millennial mummies and their little Belles will be as impressed with their designs as they were with the film’s recent remake starring Harry Potter alumni Emma Watson.
The last 30 days have been a ‘Beauty’ for Burberry’s share price, up 10%
SOURCE: Yahoo Finance
Disney’s latest iteration of Beauty and the Beast, a spectacular live action remake, is currently the top grossing film of 2017, having brought in $1.26 billion worldwide. Its appeal is multi-tiered. Mums in their thirties remember the animated smash from 1992 as a fixture of their youths, while little girls the world over flock to the time-tested story about love that breaches the boundary of appearance. The fact that both demographics are probably au fait with the hugely successful Harry Potter franchise, which made Emma Watson’s name, is an added draw.
Burberry’s new line describes itself as a “collection of mythical creatures, hatched in our London design studio and created in an eclectic mix of colours, textures and embellishments,” that is “inspired by illustrations from medieval English manuscripts.” The “little scary beasts” appear on large bags, as appliques on crossbody bags, and as prints on rucksacks. The range also includes a variety of luxury apparel like Burberry’s classic cashmere scarf, which features the beasts as motifs.
So far, the beasts are proving popular with Burberry beauties around the world. Whether they achieve the same heady heights of commercial success as the film that they play on remains to be seen.
Dominion holds Burberry in its Global Trends Luxury Fund.
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