Burberry launches artofthetrench.com

By Jess Wood  on Monday 9 November 2009

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The trench coat is big style news for next season - updated versions were spotted on catwalks including Christian Dior - and now Burberry has launched a whole website devoted to it.

Theartofthetrench.com is like a social networking site - but specifically devoted to the brand's iconic wardrobe staple.

'Everybody has a different story related to their coat or the first time they came into contact with one,' explains Burberry creative director Christopher Bailey. 'I love the idea that people from all over the world can share those stories and images with each other.'

For the launch of the site, Bailey commissioned 'The Sartorialist', street style photographer Scott Shuman, to snap uber-stylish Burberry trench coat wearers from Berlin to Sao Paolo. Site visitors will be able to favourite and comment on the portraits and share them using Facebook and Twitter.

Monday 9 November 2009

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