Burberry introduces Burberry Classics, a curation of wardrobe foundations reimagined with a unique Burberry slant. Essential styles, including jersey, tailoring and versatile layers, are elevated by signature house codes.
WEBWIRE – Thursday, March 7, 2024
With the launch of Burberry Classics, we are bringing the full ReBurberry programme of products, plastic free packaging and circular services to life across our brand and digital experiences.
The Burberry Check is cut on the bias and updated in sand and lichen colourways – a confident new approach to an iconic British design. It is printed on swimwear, yarn-dyed nylon jackets and coordinated bottoms, as well as cotton twill shirt dresses and tailored cotton poplin shirts.
The Equestrian Knight Design proudly appears via embroidery and nostalgic appliqués on lightweight nylon jackets, cotton piqué polo shirts, cotton jersey hoodies, T-shirts and jogging pants.
With the main material of the clothing containing at least 70 per cent organic or 50 per cent recycled materials, the first drop of Burberry Classics falls under the latest phase of the ReBurberry programme – a collective of initiatives demonstrating Burberry’s commitment to responsibility and circularity. The initiatives sit under three main areas: product, packaging and services.
The campaign, featuring Iris Law and Quinn Kirwan, was shot in London.
Product is designed with a focus on using certified and responsibly sourced materials; innovation; and reducing Burberry’s environmental impact. Plastic-free customer packaging, pared back and considered, reinforces the notion that sustainability is the new standard of luxury.
A host of circular services have been designed to prolong the life of Burberry products, helping to ensure they are enjoyed for longer. These include various refreshing, repairing, and upcycling services alongside Burberry’s rental and resale initiatives, launched last year in partnership with My Wardrobe HQ and Vestiaire Collective respectively.
With the launch of Burberry Classics, we are bringing the full ReBurberry programme of products, plastic free packaging and circular services to life across our brand and digital experiences. In doing so, we are encouraging our customers to make more informed choices and helping them enjoy their Burberry pieces for longer. This is just the beginning and I’m excited for what’s to come for ReBurberry in the world of modern British luxury.”
Giorgio Belloli
Chief Digital, Customer and Innovation Officer
Created under the direction of Chief Creative Officer Daniel Lee, Burberry Classics will be in-store and on Burberry.com
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