Introduced in the 1920s as a trench coat lining, the beige, black, white, and red tartan pattern became an unauthorized status symbol in the 1970s when streetwear culture adopted it. Management later reclaimed control, making it a carefully deployed hallmark of luxury. Today, creative directors use the check sparingly, ensuring it retains exclusivity while being reworked in unexpected colorways.

Modern Transformations

In the digital age, Burberry became the first luxury brand to livestream a show (in 2010) and pioneered "see now, buy now" runway models. Under Riccardo Tisci's direction (2018–2023), the house launched the "TB" monogram inspired by founder Thomas Burberry's initials, blending archival motifs with contemporary streetwear influences.

Sustainability and Future

Recently, Burberry has committed to carbon neutrality, with a pledge to make all physical stores emissions-free by 2025. Their "ReBurberry" edits showcase recycled materials, proving heritage and responsibility can coexist. The brand also maintains a culture initiative through Artist in Residence programs and exhibits at some 'flagship stores are now hybrid retail-museum spaces.

From outfitting polar expeditions (worn by Sir Ernest Shackleton) to dressing Hollywood icons like Audrey Hepburn, Burberry’s narrative mirrors cultural shifts while staying true to its core values. As one of the few fashion houses older than modern sports and telephones, its ability to evolutionise while honouring legacy offers lessons in longevity.