Burberry Launches “Art Of The Trench” Social Network

It might seem bleak but the relationship between social networking and fashion extends far beyond lookbook.nu narcissism. Take Art Of The Trench for example, a newly launched social networking site that pays homage to the humble trench coat in all its forms. Curated by Burberry (of course) the site allows users to upload portraits of themselves then search for other Burberry wearers by popularity, gender, style and trench colour.

To kick off proceedings, Burberry Creative Director Christopher Bailey enlisted Scott Schuman aka The Sartorialist to capture street style portraits in London, Milan, New York, Paris, Berlin, Sao Paulo and Venice. The results are certainly stunning but despite all the style eye candy our favourite part of the site is The Story Of The Trench, a decade by decade look at Burberry’s sartorial evolution. Unsurprisingly Burberry trench coats circa 1910 still look good today.