Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
Two of the world’s most powerful British forces, Burberry and Adele, are combining clout. The fashion brand announced today that it’ll be providing the singer’s entire wardrobe for her massive world tour this year.
It’s a smart move for Burberry for a few reasons. Most obviously, the exposure. The tour, which kicked off yesterday in Belfast, totals over 100 concerts in total — that is a lot of eyeballs. And Instagrams. And Snapchats.
Plus, Adele isn’t fashion model-sized; she is a living, breathing, singing example that you don’t have to be campaign stars Cara Delevingne or Emma Watson to look great in Burberry.
It’s not like Burberry is some indie brand that no one knows about, but the move does help the brand stay aligned with the right momentum in culture to stay relevant. Adele is pretty much universally appealing: your dad, your cousin, your best friend all probably like Adele.
"It is a huge privilege to work with Adele. She is an incredible artist who I admire enormously for her approach to life, her sense of fun, her innate style and her massively powerful and moving voice and performance," Burberry chief creative officer and chief executive officer Christopher Bailey said in a press release.
Adele wore a silk Burberry gown covered with floral, hand-embroidered sequins to kick off her tour yesterday in Belfast. Here's a sketch of her custom look: