Burberry to hit Shanghai with ‘The Art of the Trench’
According to Chinese luxury site Jing Daily, on August 29 Burberry will unveil the latest edition of its « The Art of the Trench » exhibition with two installations hosted at the brand’s K11 and L’Avenue store locations in Shanghai.
Emerging supermodel, and one of the faces of the brand, Cara Delevingne will be heading over for the event, which features work by Chinese photographer Trunk Xu. Xu has shot some of the most sartorially minded Shanghainese in the city, all wearing distinctive Burberry raincoats and styled with a personal twist.
First launced in 2009, « The Art of the Trench » sees the London brand take its iconic outerwear garment out on the street, to be captured in the wild, worn by individual fashionistas. Previous editions of the event have taken place in Chicago, Sao Paulo and New Delhi. China is a major focus for the label: Burberry has 71 stores in the country (two of them in Shanghai) and the brand is growing rapidly in the Asian superpower.
Branded exhibitions blurring the line between fashion and art have been a growing trend. Chanel has been touring its « Little Black Jacket » experience around the world, with the Karl Lagerfeld-shot photo series hitting fashion capitals including Moscow, Paris, New York City and Seoul. Karl Lagerfeld also recently contributed his photography skills to a Fendi exhibition in Paris featuring shots of the famous Trevi Fountains.
There will be more editions of the « The Art of the Trench » in Paris, Seoul, Kiev and Istanbul before the end of the year, with the French event also coinciding with the launch of a « Burberry Loves PRINTEMPS » capsule collection and a permanent pop-up space at the Parisian department store.
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