Thomas Burberry revolutionized outerwear in 1879 by inventing gabardine, a durable yet breathable fabric. This innovation helped create the iconic trench coat, originally designed for British military officers during World War I. The dust-tight buttons, storm flaps, and belted silhouette became synonymous with practical yet stylish outerwear. The brand’s wartime heritage later transitioned into a civilian staple, endorsed by celebrities like Humphrey Bogart and Audrey Hepburn.

Beyond the trench coat, Burberry’s check pattern—first introduced as a coat lining in the 1920s—became a symbol of British fashion. However, the brand has periodically retreated from the design to avoid overexposure, reflecting its careful balance of heritage and reinvention.

Evolution Through the Decades

In the late 20th century, Burberry struggled with a diluted brand image due to counterfeit products and over-licensing. A dramatic turnaround came in the 2000s under former CEO Angela Ahrendts and Chief Creative Officer Christopher Bailey, who modernized the brand digitally while reclaiming its high-end status. Campaigns like "The Art of the Trench" and localized e-commerce strategies revitalized its reputation.