The iconic Burberry horn button coat, a staple of British style and a symbol of heritage and quality, has undergone a significant transformation. Last year's consolidation of Burberry's Prorsum, London, and Brit lines into the singular "London England" line marked a pivotal moment in the brand's history. This streamlining, initially met with some skepticism – even prompting me to preemptively share the news and new labeling on social media, where some remained unconvinced – has fundamentally altered the landscape of Burberry's product offerings and its brand identity. This article will delve into the complexities of this rebranding, exploring the history of the distinct lines – Burberry Brit, Burberry London, and the now-discontinued Prorsum – and analyzing the implications of their unification under the "London England" banner. We'll examine the differences between these lines, the reasons behind Burberry's decision to consolidate, and the impact this has had on the availability and perception of the beloved horn button coat, a key element within the Brit and London ranges.
The Pre-Consolidation Landscape: A Tripartite Brand Identity
Before the streamlining, Burberry's brand architecture was characterized by three distinct lines, each catering to a slightly different customer profile and aesthetic:
* Burberry Prorsum: This was Burberry's high-end, runway-focused line. Prorsum, Latin for "forward," represented the brand's most innovative and avant-garde designs. It showcased the pinnacle of Burberry's craftsmanship and creativity, often featuring intricate detailing, luxurious fabrics, and bold, experimental silhouettes. The Prorsum line was synonymous with high fashion, often seen on celebrities and fashion icons gracing runways and red carpets. The horn button coat within the Prorsum range typically reflected this high-end positioning, using premium materials and exquisite construction techniques.
* Burberry London: This line occupied the middle ground, offering a more accessible yet still sophisticated interpretation of the Burberry aesthetic. It blended classic British style with contemporary trends, resulting in a range that was both timeless and relevant. The London line appealed to a wider customer base, offering a balance between luxury and affordability, making it a popular choice for those seeking sophisticated yet practical outerwear. The horn button coats within the London range often featured classic designs and high-quality materials, though perhaps with slightly less elaborate detailing than their Prorsum counterparts.
* Burberry Brit: This line represented the brand's more youthful and casual offering. It retained the core elements of Burberry's heritage but presented them in a more relaxed and contemporary manner. Brit was targeted towards a younger demographic, offering stylish and accessible pieces that embraced current trends while retaining a subtle nod to Burberry's British heritage. The horn button coats in the Brit line often featured more playful variations on the classic design, incorporating modern fabrics, colors, and silhouettes.
Burberry London vs. Brit: A Comparative Analysis
The key differences between Burberry London and Brit lay primarily in their target audience, price point, and overall aesthetic. London aimed for a more sophisticated and classic look, utilizing premium materials and emphasizing timeless design. Brit, on the other hand, catered to a younger generation with a focus on contemporary trends and a slightly more casual feel, often using more accessible materials and employing bolder color palettes. The price point reflected this difference, with London pieces generally being more expensive than those from the Brit line. This difference also extended to the horn button coats, with Brit versions often showcasing a more relaxed fit and less formal detailing compared to their London counterparts.
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