It attracted some of the most familiar faces on the planet such as Harry Styles, Anna Wintour and Andy Murray, so megabrand Burberry was under some serious pressure at their London Fashion Week show.
And when competition is so tough in the fashion industry, Burberry decided to be smarter and more imaginative to stand out from the crowd, drawing inspiration from an east London park to Florence and Rajasthan via Outer Space.
The British brand slammed stereotypes of classic UK style, remixing and ramping up their trademark trench coat, transforming it into fuschsia and midnight blue metallic satin varieties and deeply coloured lace versions.
Colour-blocking, peplums and a flash of bird-of-paradise feather dresses were the cherry on top of an eye boggling runway show. The sweet palette of sickly pinks, limes and deep purples helped put Burberry's stamp on next Spring/Summer, and showcased the brand's playful side.
Burberry's Chief Creative Officer Christopher Bailey described the collection as "a little bit sassier, a little bit sexier, and a little bit more joyful," The Telegraph reports.
Harry Styles 'smirked' as Cara Delevigne strutted past - Twitter/oceanUP
The opening look was a dramatic cream cloak worn over a risque satin basque – letting us all know that we were in for what may be an unexpectedly out-of-their-comfort-zone type of show.
Bailey continued: "what's important is that we keep having a strong point of view, keep doing things as best we can, and make sure that people are excited by fashion."
And it looks as though things were getting quite exciting on the FROW as Harry Styles was spotted smirking every time model Cara Delevigne strutted past.
The two are rumoured to be dating, and onlookers said they couldn't fail to see the ''chemistry'' between the pair.
A source told the Daily Mirror: "Harry was smirking every time Cara came along the catwalk.''
"He kept looking away to avoid putting her off, but you could tell there was chemistry there - even from the audience."
See if you can see Harry eye up and smirk at Cara in the vid below, and tell us what you think of the clothes!
Burberry Prorsum SS13 arrivals...