09 November 2009


You saw these photos first in Grazia in September! And many of you have already accessed the site for our exclusive preview; but today Burberry finally launches its new digital platform and social networking site theartofthetrench.com to the rest of the world.

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The site will be 'an evolving celebration of the iconic Burberry trench coat', with the legendary label collaborating with a series of image makers. The first of which is The Sartorialist’s Scott Shuman who took the portraits shown here, which were captured in London, Milan, New York, Paris, Berlin, Sao Paulo and Venice over the last few months. The 150-year-old label intends to use the site to build a 'living testament to the trench coat'.

Creative Director Christopher Bailey was proud to announce this morning: 'Artofthetrench.com celebrates our iconic trench coat, capturing the emotional connection behind our distinctive outerwear heritage.'


Theartofthetrench.com will feature street photos of men and women – Grazia’s favourite women’s outfits are shown here (so many inspiring ways to wear that trench!). As Bailey says, for those lucky enough to own one, a Burberry trench feels like more than just another coat; '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.'

And if you have a Burberry trench and think you can wear it this well, the site is inviting users to submit their own portraits, 'reflecting personal trench coat style across the globe.' You can also add comments of your own, or just pick up some genius styling tips…

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Selection of trench portraits by Scott Schuman, The Sartorialist


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