art of the trench burberry campaign | Burberry trench coat material

The Art of the Trench campaign, launched by Burberry in 2009, stands as a landmark example of how a heritage brand can successfully leverage digital platforms and user-generated content to revitalize its image and reconnect with a contemporary audience. Rather than relying on traditional advertising methods, Burberry opted for a strategic approach focused on public relations and word-of-mouth marketing, primarily fueled by the influential street style blog, The Sartorialist, and the active participation of users sharing their own interpretations of the iconic trench coat. This innovative campaign not only solidified Burberry’s position as a luxury fashion leader but also redefined the way brands engage with consumers in the digital age. To truly appreciate the genius of the Art of the Trench campaign, it's crucial to understand the rich history and enduring appeal of the Burberry trench coat itself.

The Trench Coat: A Burberry Original

The Burberry trench coat isn't just a piece of clothing; it's a symbol. It represents history, innovation, and timeless style. To call it a "Burberry original" is an understatement; it's arguably *the* Burberry original. It’s the foundation upon which the brand's global recognition was built.

Burberry's Iconic Design: More Than Just a Coat

The enduring appeal of the Burberry trench coat lies in its meticulously crafted design. Every detail, from the epaulettes to the storm shield, serves a purpose rooted in its military origins. The silhouette is instantly recognizable, lending an air of sophistication and understated elegance to the wearer. The quality of the materials and the precision of the tailoring are paramount, contributing to the coat's longevity and its status as a true investment piece.

Burberry Trench Coat Material: The Gabardine Legacy

At the heart of the Burberry trench coat is its signature fabric: gabardine. Invented by Thomas Burberry in 1879, gabardine revolutionized outerwear. This tightly woven, water-resistant fabric offered superior protection against the elements while remaining breathable and comfortable. Unlike traditional heavy, waxed fabrics, gabardine allowed for greater freedom of movement, a crucial factor for soldiers in the trenches. The innovation of gabardine is inextricably linked to the success and functionality of the Burberry trench coat, and its continued use today underscores the brand's commitment to quality and heritage. The specific composition of the gabardine has evolved over time, but the core principles of durability, water resistance, and breathability remain central to its identity.

Burberry Trench Coat History: From Battlefield to High Street

The history of the Burberry trench coat is inextricably linked to the First World War. Designed initially for British officers, the trench coat was adapted from an earlier design called the Tielocken coat. The trench coat was specifically designed to withstand the harsh conditions of trench warfare. Its features, such as the shoulder epaulettes (originally for attaching rank insignia), the D-rings on the belt (for carrying equipment), and the storm flap (for added protection against wind and rain), all served practical purposes on the battlefield.

Following the war, the trench coat transitioned from military attire to civilian fashion, quickly becoming a symbol of sophistication and style. Its adoption by Hollywood icons in classic films further cemented its place in popular culture. Humphrey Bogart in *Casablanca*, Audrey Hepburn in *Breakfast at Tiffany's*, and Peter Sellers as Inspector Clouseau all contributed to the trench coat's enduring allure.

Burberry Trench Coats WW1: Functionality and Innovation

During World War I, the Burberry trench coat wasn't just a fashion statement; it was a vital piece of equipment. Its practical design offered soldiers protection from the elements and provided a degree of functionality that was unmatched by other outerwear options. The coat's length offered coverage from the rain and mud, while the belt could be tightened to provide a closer fit and retain warmth. The high collar could be turned up for added protection against the wind.art of the trench burberry campaign

The coat's design also incorporated features that were specific to the needs of officers in the trenches. The epaulettes allowed officers to display their rank, while the D-rings could be used to attach maps, binoculars, or other essential equipment. The storm flap, which fastened across the chest, provided an extra layer of protection against the wind and rain. These seemingly small details contributed to the coat's overall functionality and its popularity among officers during the war.

1980s Burberry Trench Coat: A Shift in Perception

The 1980s saw a shift in the perception of the Burberry trench coat. While still associated with classic style, it also became linked to a certain subculture, particularly in the UK. The Burberry check, which had previously been a discreet lining, became more prominent, sometimes appearing on the exterior of the coat. This increased visibility, while boosting sales in some areas, also led to a period of overexposure and association with certain groups, which arguably diluted the brand's luxury image. The challenge for Burberry in the following decades was to reclaim its heritage and reposition itself as a high-end fashion brand while still appealing to a broad audience.