In 2014, Burberry kicked off the next leg of its Asian tour in Taipei, Hong Kong and Chengdu, having brought to life its digital platform physically for the first time in China last year, before also touring to Paris, Seoul, Kiev and Istanbul.
Art of the Trench closes off the year by bringing its digital platform to Los Angeles, celebrating the creative community in the heart of this dynamic and influential city.
As a celebration of the iconic Burberry trench coat and the people who wear it, the Art of the Trench concept invites people to submit portraits of themselves wearing their trench coats from around the world to feature on its online portal.
Over 40 of the city’s established and emerging creative pioneers from the worlds of music, arts, fashion, film, and sports have been shot through innovative mobile capture wearing their Burberry trench coats in iconic landmarks and neighbourhoods throughout the city of Los Angeles.
Subjects include Ashley Madekwe, Cat Deeley, Zen Freeman, Thomas Houseago, Ann Philbin, Lee Clow, Nigel Daly, and Zanna Roberts Rassi.
As part of this activity, the brand will conduct its first-ever "live" shoot on iPhones by leading Los Angeles-based mobile photographers, posting new portraits taken on Rodeo Drive in real-time on social media as the shoot takes place.