Burberry Acoustic

  Burberry suffered a brand crisis in 2000 when the trademark check began being related to the ‘chav’ phenomenon. The pattern was being counterfeited and even dogs were seen wearing it. In an attempt to fight back Burberry banned production on baseball caps etc and removed the print from most products. May 2001 enters Yorkshire born designer Christopher Bailey, whose vision for the brand went on to change it to what we know today.

   Using actors and musicians that the younger generation can relate to is what is used in Burberry campaigns. Emma Watson being the face in 2010 and actor Sam Riley (who played Ian Curtis in the 2007 film Control) was the face in 2008. This is where I feel the ‘Indie’ subculture comes in…Christopher Bailey’s passion for music and the way he entangles it into the world of fashion. Used in the brand’s advertising, musicians such as Bryan Ferry, Patrick Wolf and Jack Bevan from Foals have all been featured. This entwining of art forms has now become so strong is the brand that it has its own team- Burberry Acoustic. Showcasing young British bands that they believe in, this project aims to engage customers in the wider culture of the brand. Burberry Acoustic has its own YouTube channel which posts videos filmed exclusively for the site by UK indie bands. This is a great platform for them as they are being supported by such a respected brand.

   Bringing this part of the brand further in the limelight, Christopher Bailey decided to collaborate with up and coming artist of the time Tom Odell for the Burberry AW13 show. Recalling how he gave the musician tactile instructions, "I said this is a fashion show, and you've got, you know, girls walking up and down, but I want people to feel the music – I want them to have that feeling where the hairs on the back of your neck stand up. Because that's how I feel when I listen to music." http://www.theguardian.com/fashion/2013/sep/04/christopher-bailey-music-burberry-fashion

   The link between the Burberry brand and music can be seen just by the young musicians it attracts to their front row. They have staged private gigs with the likes of Jake Bugg and have invested in British musicians such as Sam Beeton who you would recognise from their ad campaigns. Going one step further, the flagship store opened its doors up to the public on 23^rd April 2013 for a large scale gig ‘Live at 121 Regent Street’ by indie band the Kaiser Chiefs.

   Personally I really appreciate the brands efforts to collaborate with the music industry of today, especially as if it wasn’t for them I would never myself have discovered my love for Tom Odell

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