隨著新的創意總監Riccardo Tisci上任，英國時尚老牌Burberry迎來一波接一波的改造，先是換走沿用了20年的logo和monogram，以香港的叮叮車和上海的新天地等作宣傳；而在下下星期倫敦時裝週交出首張成績單前，Burberry又宣佈新的改革。

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The #ThomasBurberryMonogram takes over our flagship store in Seoul, South Korea

A post shared by Burberry (@burberry) on Sep 3, 2018 at 12:04pm PDT

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The #ThomasBurberryMonogram on the streets of Hong Kong

A post shared by Burberry (@burberry) on Sep 4, 2018 at 7:44am PDT

不再銷毀舊貨

過去面對滯銷的貨品，如衣服、香水、手袋和鞋子等，Burberry都會為了「避免影響品牌形象」而拒絕減價促銷，保持其高檔定位，賣剩的存貨就會拿去銷毀；去年品牌被發現一共銷毀了約2.92億港元的滯銷貨品。

其實Burberry並不孤獨，銷毀貨品是時尚界公開的秘密，Cartier、Chloé和Chanel等都有這個「燒衫」的習慣，環保團隊也有站出來批評此詬病。綠色和平當時指：

Despite their high prices, Burberry shows no respect for their own products and the hard work and natural resources that are used to made them.
（雖然價格昂貴，但Burberry對自己的產品、製造它們的努力和自然資源表示不尊重。）

—Lu Yen Roloff, Greenpeace.

今次Burberry決定「減廢」，會將賣剩存貨重用、修復、捐贈。除了支持環保外，也打破了品牌的舊有印象。

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Post-war advertising campaign . Archive inspiration, 1952-1955 . #BurberryHeritage

A post shared by Burberry (@burberry) on Aug 15, 2018 at 8:20am PDT

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Our trench coats are designed to keep out the elements. The distinctive storm shield across the shoulders allows rainwater to run cleanly off the body . Hebe and Xu wear The Westminster and The Kensington Trenches with a mix of printed silk scarves. The Heritage Trench, newly reimagined with archive inspiration. . Styled by Jack Borkett for #Burberry. Captured in a new #BurberryPhotoSeries by Thurstan Redding. The #TrenchReimagined

A post shared by Burberry (@burberry) on Apr 17, 2018 at 8:49am PDT

棄用真皮

另一個好消息是，他們的服飾系列還全面禁止使用真皮，包括兔子、狐狸、亞洲浣熊等的皮毛，以效法Tom Ford、Versace、Gucci和道德時尚先驅Stella McCartney的做法。公司的執行長Marco Gobbetti認為：「現代精品的意義包括對社會與環境負責，這是Burberry的信念核心，也是品牌長期成功的關鍵。」

Reference: dazeddigital
Cover Photo Via Instagram@Burberry