Burberry has launched a digital platform at artofthetrench.com, celebrating the British heritage brand’s iconic trench coat.
Burberry will work with some of the world’s leading photographers to catalogue trench coat wearers’ love of the outerwear item and their personal stories relating to their Burberry trench.
Visitors to the site will be invited to submit their own portraits depicting themselves in their trench. Burberry will then select entries to publish on the site.
For the site’s launch, Burberry creative director Christopher Bailey commissioned a collection of photographs of trench wearers taken by photographer Scott Schuman of The Sartorialist.
Schuman has photographed people in Burberry coats on the streets of London, Milan, New York, Paris, Berlin, Sao Paulo and Venice over recent months.
Visitors can comment on the portraits and share them over their own social networking sites including Facebook and Twitter.
Bailey said: “Artofthetrench.com celebrates our iconic trench coat, capturing the emotional connection behind our distinctive outerwear heritage. Everybody has a different story related to their coat or the first time they came into contact with one - I love the idea that people from all over the world can share those stories and images with each other and all the different attitudes and expressions of the Burberry trench coat and the people who wear it.”
Burberry was founded in 1856 and the trench coat was designed by Burberry founder Thomas Burberry for British officers in 1914.
The trench coat was originally made from cotton gabardine – a functional and hard-wearing fabric, invented by Burberry, whose weave properties ensure that the fabric is rainproof, breathable, comfortable and supple.