I ran across a Time article that was about Burberry's new customization service, Burberry Bespoke. Unlike most luxury brands that offer customization options, Burberry's service allows customers to build a trench from scratch. According to Time, customers can create up to 12 million different combinations by having a vast amount of options such as fabric color, fox-fur collars, and brass-studded sleeves.
While it's great that an iconic major fashion house is allowing customers with the means to personalize such a large purchase, a work of art from a major fashion house is not a car. Would you buy a painting from Monet, but customize it by incorporating your favorite colors? Of course not. You spend that much on a work of art because you love the artist's unique style. Minor customization options such as monograms are offered by other luxury brands, but they don't take away from a piece's overall aesthetic.
Burberry does take some precautions to ensure the customized trenches do not become victims of the fashion-challenged. The most amusing aspect of Burberry Bespoke is that in an effort to preserve some of the brand's integrity, you can't choose options that clash. Time mentioned that they had attempted to pair an olive trench with a fuchsia and red checkered lining, but thankfully Burberry Bespoke's concierge service politely steered them in a different direction. Personally, if I were to purchase a Burberry trench, I would want it to be unmistakably Burberry. I don't think red and fuchsia checkers would get that.
Image from Ingridslifeandluxury.com
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