Inside Burberry Chicago's "Art of the Trench" Campaign

Inside Burberry Chicago's "Art of the Trench" Campaign

I was contacted on October 11th.  The email read, "This autumn, Burberry is launching its new flagship store on Michigan Avenue and celebrating Burberry in Chicago by hosting an event on Thursday, November 29, with Chief Creative Officer Christopher Bailey.  This event will be a local celebration of our global platform, www.artofthetrench.com, and will feature images of influential Chicagoans on Burberry's digital platform as well as in a physical incarnation of the luxury brand's site in store.  We would like to invite you to participate in this project and photograph you for Art of the Trench."

HELL YEAH!

Popular photographer, Amy Creyer,  was assigned to shoot my images.  Her work has appeared in W Magazine, MTV and Huffington Post as well as on her own website, www.chicagostreetstyle.com.  I love Amy and was thrilled to have her photograph me!  The email message went on to say, "The shots aim to capture the personality of the individual wearing the coat, therefore, if you have your own trench coat we would love to photograph you in this.  If not, then we will provide trench coat options for you."  Since my own trench is ratty beyond belief, I chose to let them bring some options.  I love the coat I was photographed in but hope this austere, blank stare in the image they chose (shown below) doesn't represent my "true personality"!  LOL!

It was raining the day I shot on Michigan Avenue (across from the Tribune Tower, wink, wink) and the awesome crew from Burberry's including Natalie Rawling, the Director of PR Womenswear and VIP Relations Americas, made the shoot such fun!  (The session was also videotaped with part of it included in the video below)

I was so thrilled and honored to be included.  I was told they shot around 50+ people around the city who included Naomi Beckwith, Victor Skrebneski, DJ Matt Roan, Chef Art Smith, Jesus Salguiero,  Howard Tullman, Ty Fujimura, Billy Rood, Cathy Busch, Kara Mann, Maria Ponce Berre, Jessyca Dudley, Theaster Gates, Carrie Lannon, Maria Pinto, Alexis Cozzini, Billy Dec, Kevin Aeh, Matthew Lew, Anna Hovet, Chai Lee, Christopher Clinton Conway and Azeeza Khan to name a few.

They were determined to keep this campaign top secret until the week of the Grand Opening on November 29 and they succeeded.   It's fun and exciting to see all of the images popping up around town now.

"Art of the Trench" is described as a "global social platform dedicated to street style portraits of people wearing iconic Burberry trench coats around the world, past and present.  Launched in 2009, Burberry Art of the Trench, showcases the evolving story of the iconic Burberry trench allowing visitors to submit their own images, as well as browse images from emerging and established photographers such as Scott Schuman for the Sartorialist.  Previously included street style portraits showcase people on the streets of London, Milan, New York, Paris, Berlin, Sao Paulo and Venice.  Images from around the world can be browsed by categories such as weather, color, style, gender or popularity and all of the content is also sharable across Facebook, Twitter, Pinterest, Instagram, Google + and via the recently launched Tumblr (http://burberry.tumblr.com/).  Since launching the Art of the Trench, it has had over 20.2 million page views from users in over 200 countries with the highest number of visitors coming from the United States. "

See my image below for the campaign and the video that follows presented by Christopher Bailey, Burberry's Chief Creative Officer...

Welcome to Chicago BURBERRY!!!!!!!!!  :-)))))  WE LOVE YOU!

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