“Artofthetrench.com celebrates our iconic trench coat, capturing the emotional connection behind our distinctive outerwear heritage. 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.”
Christopher Bailey, Burberry Creative Director
Artofthetrench is a new Burberry digital platform with social networking functionality.
The site will be an ongoing project between Burberry and some of the world’s leading image makers, building a living testament to the trench coat with regular collaborations being announced.
Burberry will invite site users to submit their own portraits to feature on the site, creating a body of images reflecting personal trench coat style across the globe.
For the launch of the site, Burberry Creative Director Christopher Bailey commissioned a collection of photographs of trench coats wearers taken by photographer Scott Schuman of The Sartorialist.
For this first collaboration, Scott has been capturing street portraits of people in Burberry trench coats in London, Milan, New York, Paris, Berlin, Sao Paulo and Venice over the last few months.