Christopher Bailey is recognised as the saving grace of Burberry, once associated solely with check print and chavs. Upon Baileys appointment as creative director, he and Angela Ahrendts, the company CEO, set about turning the brand on its head, back to former glory.
Established in 1856 by Thomas Burberry, the signature trench coats are as sought after today as they were fifty years ago. Burberry London the ranges main line is comprised of tailored pieces, such as shirts, trousers, suits and of course trench coats- all lined with beat check. As Burberrys popularity rose the need for a younger fresher line became apparent and so, Burberry Brit was born. Seen primarily as the 'weekend casual uniform' of the Burberry London customer, the Brit ranged has a more relaxed feel. Polo shirts and classic check lined jackets are still the top sellers, while the new season skinny Shoreditch jean has shown how up to date the line remains.
On the night of May 12th 2011, 40-41 Kings St in Covent Garden officially became home to Londons first sole Burberry Brit store. This event came only weeks after a similar store was opened on New Yorks Bleecker st, showing that even though there may be a Recession, Burberry is pulling through and looking forward.
The concept behind the new store was conceived by Bailey himself customers can expect lots of cool technological elements such as video walls showcasing the talents of newly signed artists to the Burberry acoustic brand and free wi-fi connection for iPad users. This is the seventh Brit store globally and it has extra significance as being the birthplace of the label.
Bailey: 'we always said that with the Brit label once we found the right space, we'd do it.... London is our home, and the UK is our hometown'. Bailey has collected countless celebrity fans and after the last Prorsum show, everyone who was anyone had a studded trench or lambskin ribbed biker jacket. Recent faces of the line have been Emma Watson, Cara Delevingne, Lily Donaldson and Douglas Booth, some of whom were at the launch.
Although a more laid-back line compared to London or Prorsum, Brit retains a sense of British elegance and effortless style. Menswear-wise: Polo shirts come in every colour under the sun, with trademark check hiding under collars, buttons and seams. Jeans are offered in several washes, cuts and styles and their shirts come with variety of bells and whistles, including pocket detail, check undercuffs and even studded collars (from the latest lines) for the brave!
For the ladies, Brit offers a range of casual chic including perfectly cut shirt dresses, fitted trenches, jeans to flatter every shape and of course polo shirts galore.
The store will also stock a selection frangrance, sunglasses and watches.
Well, that's enough for this Burberry devotee, I'm getting the Picadilly line to Covent Garden as we speak.............
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