Introduction:
Burberry is a renowned British luxury fashion house known for its iconic trench coats, checkered patterns, and classic designs. With a rich heritage dating back to 1856, Burberry has become a symbol of British elegance and sophistication. However, in recent years, the brand has been faced with a dilemma - how to balance its heritage with the evolving streetwear culture.
Burberry, a Heritage Versus Street Dilemma:
As mentioned by Burberry's former Creative Director Christopher Bailey, the brand has faced challenges in adapting to the changing fashion landscape. In the past, Burberry was primarily known for its classic and traditional designs, catering to a more upscale clientele. However, with the rise of streetwear and urban fashion, Burberry found itself at a crossroads.
The brand's iconic checkered patterns, once a symbol of luxury and sophistication, started to be associated with a different subculture - the skinhead movement. Skinheads, known for their distinct style and often controversial beliefs, adopted Burberry as part of their uniform, creating a complex and sometimes negative association for the brand.
Burberry had to navigate this delicate balance between its heritage as a luxury fashion house and its unintended association with subcultures like skinheads. The challenge was to maintain the brand's authenticity and heritage while appealing to a new generation of consumers who gravitated towards streetwear and urban fashion.
Burberry Returns to London With Riccardo Tisci's Vision:
In 2018, Burberry made a bold move by appointing Riccardo Tisci as its new Chief Creative Officer. Tisci, known for his innovative and boundary-pushing designs during his tenure at Givenchy, brought a fresh perspective to Burberry. His vision was to blend the brand's heritage with a modern and streetwear-inspired aesthetic, appealing to a wider audience while staying true to Burberry's roots.
Tisci's debut collection for Burberry showcased a mix of classic silhouettes and edgier streetwear elements. The iconic trench coats were reimagined with bold graphics and modern twists, while the checkered patterns were used in unexpected ways. Tisci's approach was a nod to Burberry's heritage while embracing the evolving fashion trends of the present day.
Under Tisci's leadership, Burberry embarked on a new chapter, one that aimed to reconcile the brand's heritage with the demands of the contemporary fashion market. The brand's runway shows became highly anticipated events, showcasing Tisci's vision for the future of Burberry and establishing the brand as a key player in the fashion industry once again.
Conclusion:
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