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Burberry today launches ArtoftheTrench.com – an evolving celebration of the iconic Burberry trench coat. Art of the Trench is a new Burberry digital platform with social networking functionality. The site will be an ongoing project between Burberry and some of the world’s leading image makers, building a living testament to the trench coat with regular collaborations being announced. Burberry will invite site users to submit their own portraits to feature on the site, creating a body of images reflecting personal trench coat style across the globe.
For the launch of the site, Burberry Creative Director Christopher Bailey commissioned a collection of photographs of trench coats wearers taken by photographer Scott Schuman of The Sartorialist. For this first collaboration, Scott has been capturing street portraits of people in Burberry trench coats in London, Milan, New York, Paris, Berlin, Sao Paulo and Venice over the last few months. Visitors to the site will be able to favorite and comment on the portraits and share these over their own existing social networks including Facebook and Twitter.