One thing that brilliant Burberry have never failed to do, is capitalise on their USP – traditional trench coats. As well as the compulsive street style section of their website – The Art of the Trench, where Burberry fans may upload images of themselves, styling their trenches to their individual needs - Burberry have announced another way to customize their iconic coats, by offering a made to measure service.
Chief Creative Officer, Christopher Bailey, announced the scheme at the International Herald Tribune conference today. In typical eloquent Burberry style, the move is described as ‘[allowing] the brand to celebrate its history while embracing modernity.’ How fab. The options open to customers will include various buttons, fabrics and finishes, linings and collars. They have even boasted it’ll mean 12 million different options will be theoretically available. Gosh!
Grazia's Style Director, Paula Reed, watched the presentation, which showed how they've managed to notch up that '12 million' total. How about a studded collar and leather belt? Monogrammed lining? NEON lining? (yes plizz). Fur collar? ALLIGATOR cuffs? Apparently the company have yet to set a base level for the price of the trench, but the upper limit will be impossible to define, as anything you can imagaine that Burberry will stock, they'll make into a coat for you. Now, should we put ourself down for a neon pink trench with otter fur cuffs or a racey black studded number with platinum buttons? decisions decisions . . . We’re looking forward to the launch, which will be in early 2011.
- Naomi Attwood