NarrativeHe is a role model, a style reference and the unbeatable star of the Burberry house. New and vintage, in its original version as in its variations, the iconic beige gabardine trench coat of the British brand is enjoying the same success.
At the end of March, on an advertisement plastered all over the Paris metro, a funny puppet strikes a pose wearing a beige trench coat. The visual, signed Vestiaire Collective, is subtitled “Long life in fashion” and accompanied by the slogan “A true classic never goes out of style”. The second-hand sales site has called on fashion specialist documentary filmmaker Loïc Prigent to orchestrate its new campaign. And what could be better than a beige Burberry trench coat (and a Birkin Hermès bag on the arm like the character wears) to embody the timeless? Its honey color, its double buttoning, its tartan lining, its flap… The formula is miraculous as it has worked for more than a century.
On vintage fashion sales sites, this piece in gabardine of a finished classicism makes the counters jump as much as the latest accessory of the moment. Thus, still on Vestiaire Collective, the Burberry trench coat has been the second best-selling designer piece (clothing category) since 2019, just behind the Max Mara coats (another icon of chic). In one year, the number of models sold (mainly beige) has even increased by 30%. Just type in “Burberry trench” to choose from more than 7,000 proposals…
Finding the rare pearl
If, ten years ago, such a model could be found for less than 100 euros in Parisian thrift stores, it is exchanged online today rather around 300 euros. Customers are looking for a patina, a mark of time, tones that can no longer be found in stores: putty, greige or pink shades… ” The truth “, as the bargain hunters say, who don’t hesitate to put alerts on eBay to unearth the rare pearl.
On Burberry’s e-shop, the trench occupies a tab in its own right, designed as a mini-site – proof of the still prominent place it occupies within the house. The variants are numerous, with more than 150 variations in all (for men and women): more or less relaxed cuts, different lengths, a more or less marked build, the addition of a hood, a boat neck…
In the brand new three-storey flagship of the British brand, inaugurated in March rue Saint-Honoré, in Paris, the so-called trench coats ” legacy “, as well as their derivatives, are widely honored. Since his arrival as artistic director of Burberry in 2018, Riccardo Tisci has revisited, with constructions and deconstructions, this essential of the house alongside the quilted jacket or the duffle coat.
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