How Burberry Recovered To Become Britain’s Coolest Brand

Back in 2003, Burberry was feeling a bit guilty by association. The popularity of the brand’s trademark check started to be seen everywhere and all it took was one picture of a British soap actress and her child clad head to toe in it for it to completely lose its cool. Fast forward 11 years later and Burberry is back on top of the British fashion world, signalling another era of cool Britannia. So what’s turned the fortunes of this iconic British label? A innovative creative director and a more than a few celebrity fans have certainly helped.

One Direction's Harry StylesOne Direction's Harry Styles came out to support Burberry at London Fashion Week

Celebrity fans

You couldn't help but be impressed by the FROW at Burberry’s Prorsum show at London Fashion Week yesterday. Of course Vogue’s Anna Wintour was there, but giggling beside her was none other than Hollywood’s man of the moment Bradley Cooper. Add on to that One Direction’s Harry Styles who’s known as one of the label’s biggest fans (remember the heart print shirt from last year?) Known fans of the brand also include British IT girl Alexa Chung, Sandra Bullock, Victoria Beckham, Keira Knightly and Emma Watson. In previous years style icon Sarah Jessica Parker and A-lister Gwyneth Paltrow have also come out to support the brand on the FROW. With a clientele list like that no wonder the brand recorded a profit of $652m last May.

Coolest Catwalk

If you’re looking to see who the hottest models of the moment are, a good indication is usually who’s treading the boards for Burberry. London Fashion Week saw Cara Delevingne once again strut the runway for the brand. Burberry love the model so much that they even gave her a special personalised piece embossed with her initials to wear on the catwalk. Also making her debut yesterday was girlfriend of Bradley Cooper, Suki Waterhouse who turned more than just her boyfriend's head. Other model’s of the moment who took a walk for Burberry included Jourdan Dunn and ‘British Model of the Year’ winner Edie Campbell. Not just content with using the coolest models, their show yesterday also included a live performance from fashion conscious singer Paloma Faith to top it all off.

Cara Delevingne, walked the runway for Burberry in a special personalised pieceCara Delevingne, walked the runway for Burberry in a special personalised piece

Model Campaigns

It’s not just on the runway where Burberry lands the hottest faces, their advertising campaigns are also a who’s who of the fashion world. Kate Moss, Sienna Miller, Rosie Huntington-Whiteley, Agyness Deyn and Emma Watson have all lent their faces to the Burberry brand. Last year they unveiled a sting of new British faces for their Spring/Summer 2014 campaign including rising British actor Jamie Campbell Bower. What also helps is their relationship with photographer Mario Testino, who has been shooting ad campaigns for the brand for over 16 years.

Christopher Bailey

Of course no brand would be able to score such valued investments if they didn't have the right man at the helm. Step forward Christopher Bailey, the brand’s current chief creative officer and next CEO. Bailey got his start with Burberry in 2001 as creative director, then assuming the chief creative role in November 2009. It is he who is responsible for the brand's overall image including advertising, digital presence and even the store designs. Bailey was instrumental in turning the company’s fortunes around and under his creative leadership the brand has increased profits, ventured into new markets including Asia and become fashion innovators in the digital world. Last year it was announced that current CEO Angela Ahrendts would step down in mid-2014, leaving Bailey to take her place. One can only assume that with Bailey soon at the overall helm of Burberry the heritage brand’s fortunes will continue to grow.

Bradley Cooper at BurberryBradley Cooper came out to support Burberry model girlfriend, Suki Waterhouse

The Burberry of 2014 has definitely come a long way from its checkered past. With Harry Styles, Cara Delevingne and Bradley Cooper all to be seen at their shows, its no wonder Burberry is now to go to label for British cool.

Check out all our pictures from the Burberry Prorsum A/W show this week.


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