Burberry is once again reinventing the wheel of novelty with tradition. Chief Creative and Chief Executive Officer Christopher Bailey hosted an event in Dubai to celebrate the creative communities in the Middle East and the brand’s latest Art of the Trench project. Held at the Burberry Mall of the Emirates store, the event was attended by over 400 guests including British Burberry model Suki Waterhouse and the Art of the Trench cast Elisa Sednaoui, Ali Jaber, Mohammed Saeed Harib, Dana Malhas, Nina Abdel Malak, Bin Baz, Nez Gebreel, Sunny Rahbar, Ascia AKF, Anas and Harith Bukhash to name a few.
Most strikingly done under the reign of Christopher Bailey for the reinvention of its heritage products was the sophisticated roll out of the Burberry Tumblr “Upload Your Trench” was done in true cutting edge deliverance. The Art of the Trench project was expanded into a living document of the trench coat and the people who wear it. Aptly put on their website, “the project is a collaboration between you, Burberry and some of the world’s leading image makers.” An international community of style influencers came together to merge their interpretations of the iconic pieces.
During the event, a “Personalised for You” experience showcased how products including Trench Coats, bags, scarves and fragrances can be monogrammed with up to three initials. Over 400 guests were in attendance, each privy to an exclusive telecast of iconic products being made via live demonstrations from the craftswomen of the brand’s humble origins at Castleford, Yorkshire.