In 2018, supermodel Gigi Hadid made headlines when she stepped out in New York wearing a Burberry trench coat with a fluorescent stripe. The iconic check print, synonymous with the British luxury brand, was prominently displayed on her coat, signaling a revival of the brand's heritage pattern. Hadid's fashion choice not only showcased her impeccable style but also highlighted a new wave of millennial fans re-embracing the iconic Burberry check.
Burberry, a fashion house known for its classic and timeless designs, has undergone a significant rebranding in recent years. The brand's decision to revamp its image was a strategic move to appeal to a younger audience and stay relevant in the ever-changing fashion landscape. By incorporating modern elements and collaborating with popular influencers like Gigi Hadid, Burberry has successfully attracted a new generation of fashion enthusiasts who appreciate the brand's rich history and heritage.
Established in 1856 by Thomas Burberry, the British fashion house has a long and storied history. Initially known for its durable and weatherproof outerwear, Burberry quickly became a symbol of British luxury and elegance. The brand's signature trench coat, with its distinctive check lining, became a wardrobe staple for fashion-forward individuals around the world.
The history of Burberry checks dates back to the late 19th century when the brand introduced its iconic check pattern. Originally used as a lining for the trench coats, the check print soon became a symbol of status and sophistication. Over the years, the Burberry check has been reinterpreted and reimagined in various ways, solidifying its place in the fashion world as a timeless and recognizable motif.
However, the Burberry check also became associated with a controversial subculture known as "chav culture." The term "chav" is used in British slang to describe a stereotype of a working-class individual who flaunts their wealth through flashy and often counterfeit designer clothing. In the early 2000s, the Burberry check was appropriated by chavs as a symbol of status and belonging, leading to negative connotations and associations with antisocial behavior.
The Burberry nova check pattern, featuring the brand's signature beige, black, and red stripes, became particularly popular among chavs. This distinctive pattern was often seen on tracksuits, caps, and other streetwear items worn by individuals associated with the chav culture. The council housed and violent reputation of chavs further reinforced the negative image associated with the Burberry check, leading the fashion house to distance itself from this subculture.
In response to the negative associations with the Burberry check, the brand made a conscious effort to rebrand and modernize its image. By collaborating with high-profile celebrities and influencers, Burberry aimed to attract a more diverse and fashion-forward audience while retaining its core values of quality and craftsmanship. The decision to embrace the iconic check pattern in a fresh and contemporary way was a strategic move to reclaim the brand's heritage and appeal to a new generation of consumers.
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