May 26, 2011 12:00AM

Burberry Acoustic

Generation-Y's favorite luxury brand.

When it comes to savvy innovations targeted at Generation Y, Burberry is nothing if not a veteran. 2011 has seen creative director Christopher Bailey try his hand at fully integrating the fruits of the technological era into the brand's image, and his efforts have not gone unnoticed. Six months in and we've already been graced by the launch of a fancy new flagship store packed with equal parts luxury clothes and distracting digital toys, witnessed a worldwide 3D live-stream of the A/W 10-11 women's ready-to-wear collection, and acquired a healthy addiction to artofthetrench.com. The world is moving fast, and Bailey is effortlessly keeping up.

Burberry's evidential revamp need not be restricted to the realms of digitial media and fashion. Christopher's recognition of this comes in the form of Burberry Acoustic, a musical collaboration between the label and some of the more talented constituents of the British public. Launched in June 2010, Bailey conceives exposing Burberry's increasingly international audience to local musical talents, ultimately widening Burberry's base and projecting emerging English artists (wearing only Burberry, of course) into the world for all to see. The project 8 artists selected by Bailey himself, including 16-year-old Misty Miller, cuties Wolf Gang and One Night Only, and are all filmed exclusively for Burberry in the UK.

The latest single in the Burberry Acoustic collection hails from Mallie, aka Jessie Malcom, a 21-year-old, London-based pop singer. 'Can't be Moved' was filmed at Putney River, London, exclusively for Burberry Acoustic.

burberry.com