LONDON — Burberry is adding a new colorway to its sand-hued house checks with the introduction of a lichen, or muted ash green, for its latest launch, Burberry Classics.
The signature print is being applied to swimwear, nylon jackets, cotton twill shirtdresses and tailored shirts with subtle displays of the equestrian knight design from 1901. The campaign images for the collection feature models Iris Law and Quinn Kirwan.
The Burberry Classics line is part of the ReBurberry program, the British luxury brand’s commitment to responsibility and circularity with a focus on three key pillars: product, packaging and services.
The collection contains 70 percent organic or 50 percent recycled materials, depending on the items.
The brand is reconsidering its packaging by taking a step back to produce minimal packaging that’s plastic-free.
In October 2023, Burberry became the latest luxury name to team with Vestiaire Collective with a plan to offer customers in the U.K. and the U.S. credit in exchange for their pre-owned women’s outerwear and handbags.
Customers are able to trade in their merchandise on the Burberry x Vestiaire Collective platform. In exchange, they’ll receive a Burberry gift card based on the value of the item.
Burberry is scoring an international hat trick in the retail space, first with the opening of its Avenue Montaigne store in Paris followed by a new store in Austin and a pop-up in Orange County, Calif.
The store in Austin opens inside The Domain, a high-end shopping mall that’s been nicknamed Austin’s second downtown.
On the West Coast, South Coast Plaza center has become home for a Burberry pop-up until March 14, highlighting the brand’s signature trenchcoat offerings, bag lines and its reimagination of the Burberry check.
