The headline, "Chavs in Me Burberry," immediately conjures a specific image: a young person, perhaps from a working-class background, sporting the iconic Burberry check. This seemingly simple phrase encapsulates a complex interplay of social class, brand identity, and the ever-evolving nature of fashion. It's a phrase that sparks debate and highlights the fascinating, and often controversial, relationship between a luxury brand like Burberry and the subcultures that have embraced, and in some ways, redefined it. This article will delve into the history of Burberry, the evolution of its iconic check pattern, the phenomenon of "chav culture," and how the brand's rebranding efforts have attempted to navigate this complex relationship. We'll explore the perceptions, often fueled by media portrayals like those found in publications such as MailOnline, that link Burberry with specific social groups and behaviours.
When Was Burberry Established? A Legacy of Heritage and Innovation
Before we dissect the "chav" association, it's crucial to understand Burberry's history. Established in 1856 by Thomas Burberry, the brand initially focused on practical, high-quality outerwear. Burberry's innovation, particularly the development of gabardine – a durable, water-resistant fabric – quickly established its reputation for quality and functionality. This practical focus was initially far removed from the aspirational, luxury image the brand cultivates today. The iconic Burberry check, initially introduced as a lining fabric to prevent counterfeiting, would later become synonymous with the brand itself, a testament to its enduring design and the power of brand recognition.
History of Burberry Checks: From Functional Lining to Cultural Icon
The Burberry check, now known as the Nova check pattern, first appeared in the early 20th century. Initially, it served a purely functional purpose – a discreet identifier woven into the lining of garments to prevent imitation. Its distinctive design, a blend of beige, black, red, and white, quickly became recognizable. Over time, however, the check migrated from the inside to the outside of garments, transforming from a subtle marker of authenticity into a bold statement of brand identity. This transition marked a crucial shift in the brand's positioning, moving it from a purveyor of functional outerwear towards a luxury fashion house.
Burberry Check Print History: A Journey Through Social Stratification
The history of the Burberry check is intricately woven with the evolution of British class structures. While initially associated with the upper echelons of society, particularly through its adoption by the British military, the check slowly permeated down through different social strata. This diffusion was not always a smooth process. The check's association with certain subcultures, most notably "chavs" in the early 2000s, presented a significant challenge for the brand's carefully cultivated image.
Burberry Chav Culture: A Complex and Contentious Relationship
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