NarrativeHe is a role model, a style benchmark and the unbeatable star of the Burberry house. New and vintage, both in its original version and in its variants, the British brand’s iconic beige gabardine trench coat is enjoying the same success.
At the end of March, in an advertisement plastered throughout the Paris metro, a playful puppet poses dressed in a beige trench coat. The visual, signed Vestiaire Collective, is subtitled “Long live fashion” and is accompanied by the slogan “A true classic never goes out of style”. The second-hand sales site has relied on fashion specialist documentary filmmaker Loïc Prigent to orchestrate its new campaign. And what better than a beige Burberry trench coat (and a Birkin Hermès bag on the arm like the one the character is carrying) to embody timelessness? Its honey color, its double breasted, its tartan lining, its lapel… The formula is miraculous since it has worked for more than a century.
On vintage fashion outlets, this gabardine piece with a classic finish hits the counters as much as the latest accessory of the moment. Thus, still on Vestiaire Collective, the Burberry trench coat has been the second best-selling design piece (clothing category) since 2019, only behind the Max Mara coats (another chic icon). In one year, the number of models sold (mainly beige) has increased by even 30%. You just have to write “Burberry trench coat” to choose from more than 7,000 proposals…
find the rare pearl
If ten years ago you could find a model of this type for less than 100 euros in Parisian second-hand stores, today it is exchanged online for about 300 euros. Customers are looking for a patina, a mark of time, shades that are no longer found in stores: mastics, greige or pink shades… ” The real “, As bargain hunters say, they don’t hesitate to put up eBay alerts to unearth the rare pearl.
In Burberry’s e-store, the trench occupies a tab in its own right, designed as a minisite, proof of its still-prominent place within the home. The variants are numerous, with more than 150 variations in total (for men and women): more or less relaxed cuts, different lengths, a more or less pronounced complexion, the addition of a hood, a bateau neckline…
In the brand new three-story flagship of the British brand, inaugurated in March on rue Saint-Honoré, in Paris, the so-called trench coats ” legacy “, as well as its derivatives, are widely recognized. Since his arrival as artistic director of Burberry in 2018, Riccardo Tisci has revisited, with constructions and deconstructions, this essential of the house along with the padded jacket or the duffle coat.
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