…. Kind of. Although I’m a conscious music listener and I choose my playlist components carefully (also sharing my most treasured musical finds and pleasures throughout the weeks with you), I had no knowledge about Burberry being so much into music. What? Neither did you?
Well, let’s find out more about it, then: Burberry is now under the undeniably brilliant creative reign of Christopher Bailey since 2009. From that year on, although Christopher Bailey had been with Burberry since 2001 as one of its creative directors, Burberry has been on a steady ascension. Towards the hearts and wardrobes of fashion consumers worldwide.
Aside from the beautiful clothing and accessories, Christopher Bailey also associated a playlist to the Burberry name. Burberry Acoustic. It’s a clever initiative as fashion is so much about inspiration and ever so often, music plays a decisive role in a creative process (I don’t know about you, but I know my imagination works in musical ways and I can openly admit being addicted to music). Fashion people can associate certain music to the Burberry brand. And that’s good. For business. (click through to discover more details about Burberry and Burberry Acoustic!)
I have to admit I understand their approach and feeling the attraction. Music I wouldn’t have thought fashion – associated before, I now see it at stylish and trendy. Trench – coat trendy. Music envelops me; music dresses my sound hungry heart and sparkles my creativity starving brain. Although this won’t help Burberry become a grown up label, it surely adds serious positivity in their financial book.
It’s a brand of contrasts, Burberry. An old house appealing to the young audience. From its founding, in 1856 by the inventor of the now iconic trench coat, Thomas Burberry, Burberry counts itself among the worlds’ most 100 valuable brands. In 1901, what was until then Burberry and represented by a riding knight, added “Prorsum” to its name and logo. It’s a Latin word which means “forwards”. And forwards it went for Thomas Burberry’s company which outfitted pioneers of the heights and unexplored territories (Roald Amundsen, the first man to reach the South Pole or Ernest Shackleton who lead an expedition in Antarctica). From there to dressing up the troops in 1914 and then spreading the trench love coat among the civilians.
Somewhere in the 70s, the brand had reached the hearts of the young Brits and was brought to fame shame when it identified the infamous “chavs” (the new aggressive young generation who only swore on sweatpants and iconic, though counterfeit brands) in the 90s. Ever since, Burberry has tried to distance itself from the bad customers company and set a more fashionable through distinguish style course.
Having Emma Watson as their spokesface in 2009 was really helpful, proving Christopher Bailey’s fashion and marketing approach was a great heading for Burberry and their brand identification with the (young) trendsetting population and not so much with the “chavs”. Setting the Burberry Acoustic is an interesting initiative with huge mass appeal and, undoubtedly, better reputation. That is if we can dignify “socialite” above “chavs”. And that is a tricky, questionable positioning. Isn’t it?
Anyway, back to the Burberry Acoustic thing – The Feeling’s Rosé would’ve been their latest issue, said to be released this Monday (October 10th). However, I haven’t been able to locate more than the Burberry Acoustic audio version of this song which was featured in Burberry’s Nude perfume campaign with Rosie Huntington – Whiteley. Although you may be tempted to believe Rosé has something to do with Rosie, the song, which was originally released in 2006 on The Feeling’s first album “Twelve Stops and Home” was inspired by Rosé… wine! (I love the song, and I’m kind of happy that it holds no reference to Rosie – wink) (this piece was possible by consulting a handful of online resources. Feel free to browse through if you need more info; 1, 2, 3, 4, 5, 6, 7)