Art of the trench.com is a social networking site that pays tribute to the trench coat and mainstay of the luxurious London retailer.
The site is filled with shots of everyday people wearing Burberry trench coats, with exotic backgrounds such as London, Milan, New York, Paris, Berlin, Sao Paulo and Venice.
Burberry, founded in 1856, is hoping to use the site to enhance their Internet presence. With that in mind, the brand plans to bid farewell to their traditional paper catalogue in favour of digital technology. In the near future, Burberry catalogues will be replaced with online 3D images of their collections.
The first successful experiment was conducted in September when Burberry presented the spring/summer 2010 collection on the Net.