Burberry Bespoke : Design Your Own Trench

Not merely content with transforming British luxury fashion house Burberry from being a tartan uniform loved by many a chav to cutting edge brand desired by all, Christopher Bailey consistently strives to push innovation when it comes to selling the goods. Now however, he has taken the synonymous trench coat and given you a way of customising it purely to your specifications whilst retaining its iconic status. Burberry Bespoke launches in early 2011 with over 12 million available design variations that encompass choice of fabrics, colour, lining and finishes, as well as other flourishes such as buttons, spikes and collars. If you want leather sleeves, then Burberry will allow you to have leather sleeves. Shearling inserts? Why ever not. In fact Burberry will allow you to have whatever you heart may desire as long as it is a trench and you dig deep for it. And what about the cost? Apparently they are yet to set a base level for the price of the trench but considering the classic costs upwards of £600 already and with the wealth of options on offer, the upper echelon is impossible to define. We can always dream of course, or there’s always that winning Euro Millions ticket you keep meaning to buy.

According to Bailey this initiative allows the brand to celebrate its history whilst retaining its modernity and if the snaps of Emma Watson glamorously adorned in hers are anything to go by, Burberry has once again got it so very right.

- Francesca Strange