Burberry launch new site dedicated to the trenchcoat – with help from The Sartorialist

Burberry's new social networking site artofthetrench.com

Clever Burberry.  After the success of their live streamed  show at London Fashion Week, they’ve obviously been thinking of new ways to invade the internet.  Their next venture combines the popularity of street style with the hype that is social networking – and it’s all wrapped up in the love for an iconic piece of clothing.

Artofthetrench.com, Burberry’s celebration of their iconic trenchcoat, will be the platform for famous photographers to display images of  everyday wearers of the Burberry trench from around the world.  Readers can then rate, comment and post the images to their Facebook or Twitter pages, and there will also be the option for visitors to upload their own photographs.

Kicking off with photos from the most famous street style photographer of all – Scott Schuman, aka The Sartorialist – it will be interesting to see whether fans jump on board and get interacting.

Burberry creative director Christopher Bailey told Vogue.co.uk: “Everybody has a different story related to their coat or the first time they came into contact with one – I love the idea that people from all over the world can share those stories and images with each other and all the different attitudes and expressions of the Burberry trench coat and the people who wear it.”

If you’re feeling inspired after checking it out, you can shop Burberry coats here!

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