The Timeless Journey of Burberry: From Trench Coats to Global Icon
For over 160 years, Burberrygabardine, a breathable yet waterproof fabric, would revolutionize fashion and lay the foundation for one of the world's most iconic brands.
Early Innovations and Military Influence
By the late 19th century, Burberry’s reputation for durability grew. The brand's trench coat, originally designed for British officers during World War I, became synonymous with functional elegance. Features like epaulettes, D-rings, and the storm flap—still signature elements today—were born from military necessity.
The iconic Burberry check, introduced in the 1920s as a trench coat lining, later became a globally recognized symbol of luxury. Though temporarily overexposed in the 2000s, creative directors like Christopher Bailey (2001-2018) and Riccardo Tisci (2018-present) reinvented the motif, balancing tradition with modern streetwear influences.
Modern Reinvention and Digital Leadership
Under CEO Marco Gobbetti (2017-2021) and subsequent leadership, Burberry accelerated its digital transformation. Notably:
- The 2020 TB Monogram
- Pioneering AR shopping experiences and social commerce initiatives.
- Commitments to sustainability, aiming for carbon neutrality by 2040.
Recently, Daniel Lee (ex-Bottega Veneta) took the creative helm in 2023, introducing bold new interpretations of British motifs like the rose and knight logo for a Gen Z audience. This evolution proves Burberry’s unique ability to stay relevant while honoring its heritage—a quality explored further in this product analysis spreadsheet
Beyond fashion, Burberry has cultivated art world connections through its Burberry Foundation
From rogue weatherwear to red carpets, Burberry’s journey demonstrates how heritage brands can thrive through:
Cultural Impact and Future Vision
As it approaches its 170th anniversary, Burberry continues to shape global luxury by rewriting its own legacy—one checked, trenched, and digitally-engaged chapter at a time.