Tuesday, June 17, 2008
Burberry bounces check and resurrects old icons
from designers and style
Burberry, the fashion house famous for its trench coats, has raided its 150-year-old archives for new icons it can use on its booming accessories lines other than its trademark check - which in the UK has been adopted by football fans and chavs.
Its signature equestrian knight logo, the D-rings that turned its raincoats into regulation combat wear for First World War officers and even Thomas Burberry's signature are all being made into stars for this autumn's collections of handbags, shoes, belts and womens wear.
The "multi-icon" collection, intended to mark the company's 150th anniversary, will be seen as an attempt to stretch the brand beyond the classic Burberry check, which has received a mauling from the hands of co- medians and fashion critics alike after being taken up as the uniform of the football terrace.
The new lines will be the first to hit the shops under the aegis of Burberry's new chief executive, Angela Ahrendts, who took up her post on 1 July after a six-month induction. The former Liz Claiborne number two is seeking ways to benefit from Burberry's wide reach, which makes it as popular among the high priestesses of fashion as among tourists picking up a British souvenir.
Burberry, the fashion house famous for its trench coats, has raided its 150-year-old archives for new icons it can use on its booming accessories lines other than its trademark check - which in the UK has been adopted by football fans and chavs.
Its signature equestrian knight logo, the D-rings that turned its raincoats into regulation combat wear for First World War officers and even Thomas Burberry's signature are all being made into stars for this autumn's collections of handbags, shoes, belts and womens wear.
The "multi-icon" collection, intended to mark the company's 150th anniversary, will be seen as an attempt to stretch the brand beyond the classic Burberry check, which has received a mauling from the hands of co- medians and fashion critics alike after being taken up as the uniform of the football terrace.
The new lines will be the first to hit the shops under the aegis of Burberry's new chief executive, Angela Ahrendts, who took up her post on 1 July after a six-month induction. The former Liz Claiborne number two is seeking ways to benefit from Burberry's wide reach, which makes it as popular among the high priestesses of fashion as among tourists picking up a British souvenir.
Labels: burberry, burberry accessories, burberry handbags
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