Burberry launches Classics offer, opens South Coast Plaza pop-up

Burberry is having a busy time at the moment. As well as recently showing its AW24 collection and opening a major new store in Paris, it has revealed a core classics products offer, an arts sponsorship and a new pop-up store.

The new product initiative is Burberry Classics, “a curation of wardrobe foundations reimagined with a unique Burberry slant”. That means “essential styles, including jersey, tailoring and versatile layers, elevated by signature house codes”. 

The Burberry Check has been cut on the bias and updated in sand and lichen colourways. It’s printed on swimwear, yarn-dyed nylon jackets and coordinated bottoms, as well as cotton twill shirt dresses and tailored cotton poplin shirts. 

The Equestrian Knight Design also appears via embroidery and “nostalgic” appliqués on lightweight nylon jackets, cotton piqué polo shirts, cotton jersey hoodies, T-shirts and jogging pants. 

The product drop falls under the ReBurberry programme and as well as eco packaging and circularity services linked to it, the main material of the clothing contains at least 70% organic or 50% recycled materials.

And the drop comes with a campaign featuring Iris Law and Quinn Kirwan that was shot in London. 

Giorgio Belloli, Chief Digital, Customer and Innovation Officer, said: “With the launch of Burberry Classics, we are bringing the full ReBurberry programme of products, plastic-free packaging and circular services to life across our brand and digital experiences. In doing so, we are encouraging our customers to make more informed choices and helping them enjoy their Burberry pieces for longer. This is just the beginning and I’m excited for what’s to come for ReBurberry in the world of modern British luxury.”

Meanwhile, the brand has announced it’s again the headline sponsor of the British Pavilion at the 60th International Art Exhibition, La Biennale di Venezia, that runs from 20 April to 24 November.

This year, the British Council has commissioned artist and filmmaker John Akomfrah RA to represent the UK at the Biennale. His commission is called ‘Listening All Night to The Rain’.

It’s Burberry’s second consecutive year as headline sponsor of the British Pavilion, “spotlighting the brand’s longstanding legacy and commitment to supporting arts and culture at home and abroad”.

Finally, Burberry has just opened a spring 24 pop-up in California’s South Coast Plaza mall, the biggest shopping centre on the US West Coast.

The “immersive pop-up showcases a curated selection of new-season styles and signature trench coats, set against a backdrop inspired by Burberry’s heritage of exploration,” we’re told.

Presented in knight blue, the pop-up “reimagines the great outdoors with tent-like interiors and camping-style furniture to create an immersive shopping experience”. 

It’s divided into several areas, “each displaying various parts of the collection in a visually abstract way”.

The trench coat is a key focus, along with a selection of heritage styles and new designs in seasonal checks and prints “explored throughout Daniel Lee’s spring 2024 collection”. There are also signature bag lines and Burberry’s “wardrobe archetypes”, featuring new takes on British motifs – the rose and iterations of its check. 

The pop-up will be open until 14 March.