By ASHOK SOMAN
When Burberry put down roots in Singapore at ION Orchard, we wrote about the stunning features of the 815 sqm boutique. Burberry Creative Director Christopher Bailey dropped in on the store to official open it, accompanied by Burberry Chief Executive Angela Ahrendts.
More than 500 guests attended the exclusive soirée, including more than a few who openly displayed their fashion loyalties by wearing Burberry. They include Won Bin, Li Bing Bing, Liu Wen, Zoe Tay, Christoper Lee, Allan Wu, Celeste Chong, and Huda Ali.
In keeping with Burberry’s embrace of new media, the store was transformed for the evening into a veritable blogosphere hub, with bloggers able to post news of the event from the event itself.
Shortly after this launch, Burberry followed up with another digital initiative, artofthetrench.com, which is essentially a paean to the wondrous Burberry trench coat of course. Bailey enlisted the services of Scott Schuman, of The Sartorialist fame, to create a tribute gallery for the launch of the site.
"Artofthetrench.com celebrates our iconic trench coat, capturing the emotional connection behind our distinctive outerwear heritage. 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,” said Bailey.
Burberry