Why the number 17 has become important to Burberry

From limited releases to catwalk shows, the number 17 has been integral to Riccardo Tisci's work
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Shrewd fashion fans will have noticed the reoccurrence of the number 17 in Tisci’s work. His SS19 Burberry show was revealed at 17.00 on 17 September, while his second collection was shown at the same time on 17 February, the number also played big in his collections for Givenchy. Of course, like anything executed by the designer this was no coincidence. Tisci has previously cited his astrological sign (Leo) as a reason for his successes and has admitted to consulting psychics as such it should come as no surprise that 17 is the designer’s lucky number and as such has played a key part in his new shows. Certainly, one of the most successful parts of Tisci’s strategy was his timed drops on the 17th of each month between his SS19 show and the release of the collection this February. In a smart move, he realised that for the Instagram generation, nearly six months is a long ask to wait. So to keep the momentum going he released limited edition pieces on the 17th of every month in between. In a further savvy move, he leveraged his celebrity relationships, giving key pieces to influential friends - Rihanna, Irina Shayk and Joan Smalls were all spotted in Tisci's drops over the past six months.


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