Burberry’s New Capsule Is The Future of Shopping

After more than a year of reworking the traditional retail experience, fashion brands are exploring all the many ways in which they can engage with shoppers, regardless of where they live. Which is one of the reasons why Burberry’s new first-of-its-kind partnership with SSENSE is news-worthy. Going beyond the classic brick-and-mortar locations, without doing away with it completely, the luxury house and the e-tailer have created a multidisciplinary experience to be enjoyed both online and IRL, with an exclusive capsule filled with easy-to-wear separates perfectly suited for the warm-weather months ahead.

Part of its new Imaginary Cities retail experience available at the brand’s soho location for the next 10-days only, Burberry’s exclusive collection is titled Mythical Alphabet for its whimsical use of letters throughout. The luxury brand tapped British graphic designer, Peter Saville and illustrator Jo Ratcliffe to bring the pieces to life with of half-human, half-beast figures created in shapes from the alphabet. Emblazoned in the playful prints, the lineup includes an assortment of silk shirts and shorts, as well as monochrome T-shirts. And because the brand has given shopping hub, SSENSE carte blanche to mirror the in-store experience, online you’ll be able to enjoy the new offering from wherever you are.

Courtesy of Burberry

As for the accessories, the heritage label has re-imagined its leather goods and footwear to feature the same artful prints and hardware details found throughout the ready-to-wear pieces.

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To peruse the full collection and experience Imaginary Cities for yourself, head over to or visit select boutique locations across the US to see the lineup in person.

Shelby Ying Hyde

Shelby Ying Hyde is a Brooklyn-based shopping and fashion contributor BAZAAR.com, with bylines on The Zoe Report, Teen Vogue, Essence, Nylon, Elite Daily and more. Prior to entering the editorial space, she worked at luxury e-commerce giants Net-a-Porter and Moda Operandi on the product editorial team, where she gained an extensive understanding of the luxury market as it pertains to shopping and engaging customers in a digital space. Follow @theshelbyying on Instagram for shopping advice, sale updates, and tips for building a well-rounded wardrobe.