The Signature Check Pattern

Another hallmark of Burberry's identity is its distinctive check pattern, introduced in the 1920s as a lining for their coats. The interplay of camel, black, white, and red stripes became synonymous with British luxury, adoring everything from scarves to handbags. However, by the late 20th century, counterfeit versions flooded the market, prompting Burberry to strategically reduce its use and later reintroduce it as an exclusive design element under Creative Director Christopher Bailey’s leadership.

The pattern’s revival demonstrates Burberry’s ability to balance tradition with reinvention — a theme that continues to define the brand today.

Modern Reinventions and Digital Pioneering

In the 21st century, Burberry embraced technology to stay ahead of industry trends. Under Angela Ahrendts and Christopher Bailey, the label became a pioneer in digital fashion, live-streaming runway shows before it was mainstream and leveraging social media to connect with younger audiences. Their innovative campaigns, such as “Burberry Bespoke,” allowed customers to personalize select outerwear items — an early nod to today’s demand for customization.