Staying true to its roots, Burberry has managed to once again conquer the industry, quickly climbing to the top and establishing itself as one of the key players in fashion. Our exclusive editorial explores the new Burberry, as well as the underlying retro influences behind the modern designs. Take a look, and see for yourself.
Not only has the British label’s previously frowned upon iconic print become highly sought after by fashion lovers and enthusiasts – the fashion house is also beginning to explore new areas of the industry, primarily streetwear. After collaborating with Russian designer Gosha Rubchinskiy on a capsule collection, it seems that Burberry has gained a reputation within the community, joining the likes of Louis Vuitton and Prada.
The resurgence of the iconic British label has resulted in the introduction of a whole new aesthetic, revamping some of its iconic silhouettes like the trenchcoat, in a handful of bold and edgy colors. Tapping British talent like Adwoa Aboah and Romeo Beckham, the label has also become more appealing to the younger, social media audience.
Fashion’s obsession with the old school and vintage has been emphasized during the past few years, with ‘90s trends being at its peak as we speak. With the recent increase in demand of vintage luxury brands and sportswear labels, Burberry has managed to once again create a name for itself – and this is just the beginning.
Bridging the Gap Between the Old and New
The New Burberry
Fast forward to 2001, when current CEO and Creative Director Christopher Bailey enters the brand, adding a fresh perspective to the classic British label. Focusing on Burberry’s trademark Nova Check pattern, which quickly made its way to fashion lovers worldwide, the brand saw a huge rise in the early 2000s. However, the print also became one of the most attractive businesses for counterfeiters in the U.K., looking to capitalize off the brand’s huge success. With “Burberry” pieces being sold for cheap money, the fake culture indirectly resulted in Burberry becoming associated with the so-called British “Chav” culture and hooliganism. The brand was no longer considered luxury, and gained a tacky connotation that was hard to shake. Drifting into a period of oblivion, it seemed as if Burberry had been forgotten by the fashion world. That is, until now.
It is 1856, and Thomas Burberry has just founded the label that is about to become the epitome of British fashion. Originally focused on outerwear, the brand entered the luxury market in 1955 and introduced its now iconic trench coats for the first time.