Burberry's breakthrough came during World War I when the company adapted its designs for military use. The iconic "Trench Coat" was born, featuring epaulettes, D-rings, and a storm flap—functional elements that later became signature style details. This military connection solidified Burberry's reputation for combining practicality with elegance.

The Check Pattern Revolution

In the 1920s, Burberry introduced what would become one of the world's most recognizable logos: the Nova Check pattern. Originally designed as a lining for trench coats, the tan, black, white and red plaid eventually became a status symbol. By the late 20th century, this distinctive pattern adorned everything from scarves to umbrellas, though its overexposure led to strategic rebranding in the 2000s.

The brand underwent a dramatic renaissance under former chief creative officer Christopher Bailey (2001-2018), who balanced heritage with contemporary appeal. Notable moments include:

• Adopting digital innovations like live-streamed runway shows (2009)
• Collaborating with tech giants on AR shopping experiences
• Introducing seasonal variations of the classic check

Sustainability and Future Directions

Under current leadership, Burberry has committed to becoming climate positive by 2045, investing in regenerative agriculture for natural materials and developing eco-conscious packaging. Recent collections showcase recycled materials while maintaining the brand's hallmark craftsmanship—proving luxury and sustainability can coexist.

Today, Burberry stands as a £3 billion global empire with over 300 stores worldwide, yet remains distinctly British at its core. From royal warrants to celebrity endorsements, its journey reflects both timeless tradition and fearless innovation—seamlessly blending couture with cutting-edge technology while staying true to its weatherproof origins.