mod men

Lab Series : Art of the Trench.

Posted in Uncategorized by modman on January 18, 2010

Scott Schuman/The Sartorialist had the amazing opportunity to work with Burberry on a project titled The Art of the Trench. The basics of the project was to capture and/or collect images of everyday people wearing Burberry trench coats and outerwear. The site highlights the iconic history of the Burberry trench and celebrates its heritage marked by style and utility.

I love the project because it highlights the trench but I love the project even more because it shows Burberry’s re-branding success as it enters the social networking sphere. Users can submit their own pictures of images of their friends. The site is extremely easy to navigate and you can filter the photographs by popularity, gender, styling, trench color, wearing and collaborations. You can also vote, leave comments and share with your friends through Facebook. The site acts as a forum and archive for past designs. Talk about exposure! The NYTimes featured an article in the Global Business section,

“Those raincoats, a 95-year-old fashion icon, remain Burberry’s best-selling item, and Ms. Ahrendts — who now runs the company — is hoping to move the quintessentially British brand into the age of the Internet to attract a new generation of shoppers.”

The site has been up and running for a while and the media buzzed about it last November. The reason for posting about this now? Simply put.. its raining in Los Angeles. POURING. I was sitting at my desk and staring out the window. I had read about this a while back but didnt feel it was very relevant at the time (weather-wise, of course). Well, its relevant now.. its supposed to rain the whole week here in LA!

Art of the Trench, from The Sartorialist

Art of the Trench, from The Sartorialist

From the site – about:

Art of the Trench is a living document of the trench coat and the people who wear it. The project is a collaboration between Burberry and some of the world’s leading image makers, with participation from the global creative community.

Art of the Trench will feature a series of specially commissioned trench portraits by fashion and street style photographers, starting with images by Scott Schuman of The Sartorialist. You are invited to submit portraits of yourself and your friends wearing the Burberry trench coat.


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