The Art of the Trench website by Burberry launched in November 2009, showcases customers wearing the iconic Burberry trench coat, including a series of portraits by The Sartorialist Scott Shuman. It has since had over 22 million pageviews from over 200 countries.

In addition, the British label extended its reach on Tumblr in August 2012, and has amassed over 106,000 followers to date.

Having previously hosted Art of the Trench events in Chicago, Brazil and India, with further events planned for Paris, Seoul, Kiev and Istanbul later this year, Burberry has announced that its digital platform will be brought to life physically for the first time in China.

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