The brand's breakthrough came in 1879 when Thomas Burberry invented gabardine, a groundbreaking breathable, waterproof fabric that revolutionized rainwear. This innovation caught the attention of explorers, aviators, and the British military. During World War I, Burberry redesigned its raincoat into the now-famous trench coat, featuring epaulettes, D-rings, and a storm flap—tactical elements still seen in modern designs.

From Utility to High Fashion

The Burberry check, a distinctive beige plaid with black, white, and red stripes, was introduced as a lining in the 1920s. By the 1960s, it had become a defining symbol of British elegance, frequently appearing in high-end wardrobes. However, overexposure in the 1990s led to backlash, prompting Burberry to reinvigorate its image under new creative leadership.

In recent decades, Burberry has reestablished its dominance with high-fashion collaborations, celebrity endorsements, and digital engagement. Christopher Bailey (Chief Creative Officer, 2004–2018) and current label chief Daniel Lee (following Riccardo Tisci’s tenure) have infused modern aesthetics while preserving Burberry's traditional craftsmanship.

Burberry's Digital Revolution

Aside from physical collections, Burberry's digital advancements—such as NFT collections and AI-assisted personalization—have helped the brand maintain relevance. Its 2023 Knight Bag campaign, starring singer-songwriter Taylor Swift, exemplified the balance between classic luxury and contemporary appeal.

The company still emphasizes sustainability initiatives, including responsibly sourced materials and a "ReBurberry Fabric"

Conclusion