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Burberry Japan to launch virtual store in partnership with Elle

Burberry Japan to launch virtual store in partnership with Elle

Luxury fashion house Burberry worked with Elle Digital Japan to create an interactive virtual replica of its flagship Ginza store.

The company said the two brands aim to “push the boundaries through creativity, exploring the relationship between physical and digital experiences to create exciting new concepts for its community and enhance personalised luxury commerce”.

Customers will be able to navigate and purchase items from the brand’s Spring/Summer 2021 collection just by selecting digital icons. The luxury brand also collaborated with actress Elaiza Ikeda to share five short styling tips, accessible at touchpoints throughout the virtual store.

Mirroring the physical Burberry Ginza store, the virtual space is built out over three floors. The ground floor displays signature bags, including the Olympia, the Pocket and the Lola Bags.

The first floor offers a selection of womenswear that include key outerwear pieces, such as the Waterloo and Kensington trench coats in Honey and Camden-fit car coats in black updated with graffitied logo detail. Pieces from the Spring/Summer 2021 collection include a marine-sketch print T-shirt, a lightweight hooded jacket highlighted with a check pattern and an oversized hoodie updated with Horseferry print. 

On the second floor, there’s menswear, featuring the Pimlico car coat and Horseferry print nylon car coat, both in black. Additional pieces in this area include an olive fish-scale print silk twill short-sleeve shirt with graphic appliques and a deep orange Horseferry print hoodie.

The virtual store experience will be open until April 18 on Elle Japan and Ellegirl Digital Japan.

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