In 2009, the same year Christopher Bailey became Burberry’s chief creative officer, the company launched Art of the Trench, a photo-sharing website dedicated to images, past and present, of people sporting the Burberry trench coat.
Art of the Trench showcases images from professional fashion photographers, Magnum photographers and the public and includes contributions from celebrated fashion photo-blogger Scott Schuman, better known as The Sartorialist. The company describes the site as ‘a living document of the trench coat and the people who wear it’.
In true viral style, the user involvement in Art of the Trench has generated much valuable marketing and promotional activity. Between its launch in November 2009 and mid-2010 the site had already notched up more than 7 million visits.
Art of the Trench in Chicago
Packing a black van with more than 100 trench coats, Burberry arranged on-the-street rendezvous with 69 stylish denizens of Chicago for the British brand's "Art of the Trench" campaign this fall.
"I've just been Burberried," portrait photographer Maria Ponce Berre said with a laugh after she was photographed in a coat that suited her taste and size -- she was 7 1/2 months pregnant -- near the Art Institute. The images now adorn bus shelters along Michigan Avenue, where Burberry recently unveiled its new store.
They also join the global gallery at artofthetrench.com, which Burberry calls "a living document of the trench coat," born when Burberry adapted British officers' coats for World War I's trenches.
They also join the global gallery at artofthetrench.com, which Burberry calls "a living document of the trench coat," born when Burberry adapted British officers' coats for World War I's trenches.
