The Sartorialist for Burberry's Art of The Trench Social Site
Recently we reported on Burberry’s re-branding efforts in creating a social networking site which would feature photos submitted by users wearing the iconic trench coat. The new website, The Art of the Trench, has finally launched, and The Sartorialist was tasked to shoot the first 100 photos. Some of the photos feature personalities in fashion and entertainment, along with the usual street photography he’s known for.
The Sartorialist explains it in his own words:
“…During my trips to Venice or Berlin or Toronto I was constantly looking for subjects while still doing my “regular” job for the blog and GQ. I have to admit that this project is probably my favorite collaboration that I have done with any big brand. I was quite flattered by the total freedom and support I was given by the Burberry team. I know how closely they guard their creative output, so to have such freedom was very liberating. Actually, the only thing they kept requesting was more diversity of the subjects, which I was more than happy to try and find.”
On the site, you can view and filter images by popularity, gender, styling, trench color, weather, and collaborations. Plus clicking on the photo lets users vote for ones they like, leave comments, and share with others via Facebook.
Recent Articles By Janice Chow 
Janice is a contributing writer at PSFK and a New York-based digital brand strategist. She is most interested in the intersection of design, branding, and innovation. Her recent focus is identifying emerging themes in experiential, social commerce, and technology. Follow her @janicemomoko and you can reach her at janice [at] janice-chow [dot] com.
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