British tradition meets edgy couture
In 1856 British clothier Thomas Burberry founded the enterprise in Hampshire and soon became famous for his weatherproof jackets. In the early 20th century Thomas Burberry & Co. fitted south pole travelers with functional outfits and also provided adequate clothing for the army during the wars. The chequered Burberry pattern is still the signature hallmark of the traditional label, which continued to develop innovative fabrics for its collections. The noble fashion house is the Queen's purveryor since 1955 and became internationally famous with fitting
Humphrey Bogart in 'Casablanca' as well as Audrey Hepburn in her classic movie 'Breakfast at Tiffany's. Today Burberry features four fashion lines (Burberry Prorsum, Burberry London, Burberry Brit und Burberry Sport) which represent the multifaceted noble style of the label and address different fashion generations.
The long company history and the emphasis on finest British tailoring tradition made Burberry's image appear somewhat royal and dusty, which was totally revised in the late 1990s.
Under the leadership of creative director Christopher Bailey and CEO Rose Marie Bravo Burberry focused more on RTW-collections and launched a new marketing campaign that aimed at refreshing the conservative Burberry image. The brand suddenly became cool, sexy and hip without losing its elegance or traditional charme. With Kate Moss as the new face of the British luxury label the change was perfect. Bailey had formerly been an assistant to star-designer Tom Ford at Gucci fashion house - a training which showed in his Burberry creations: British tradition met edgy couture! Celebrities such as Kate Bosworth, George Clooney, Mena Suvari, Claudia Schiffer and Eva Longoria love the Burberry style.
Today Burberry is much more than just a fashion house. It has established itself more as a lifestyle brand and stands for a certain sophisticated attitude in life. The brand developed beautiful accessory lines and became highly successful in the cosmetics industry. Chequered scarfs by Burberry or elegant leather purses with the Burberry logo became classics. Burberry's luxury fragance lines are celebrated for its individual notes and fresh attitudes and smell exactly the way Burberry's fashion lines look.