Burberry, a renowned British luxury fashion house, previously operated with three distinct collection lines: Burberry Prorsum, Burberry London, and Burberry Brit. However, these three separate collections were unified into a single label, simply called Burberry, by the end of 2016. Therefore, while historically there were three distinct lines, they are now all consolidated under one flagship brand.
Burberry's Evolution: From Distinct Collections to a Unified Brand
For a period, Burberry managed its diverse offerings through a clear segmentation across three labels, each catering to a specific aspect of its luxury portfolio. This strategy helped differentiate the high-fashion runway pieces from the core classic wear and the more casual apparel.
The Former Distinct Collections
These three lines served different purposes and targeted various customer preferences within the broader Burberry brand.
| Collection Name | Primary Focus | Characteristics |
|---|---|---|
| Burberry Prorsum | Runway and High Fashion | Avant-garde, fashion-forward, experimental designs showcased on the runway. |
| Burberry London | Iconic Core Products and Accessories | Classic, sophisticated, timeless pieces, including the famous trench coats and essential accessories. |
| Burberry Brit | Casual Wear and Lifestyle Apparel | Youthful, contemporary, and relaxed clothing suitable for everyday wear. |
Burberry Prorsum
This was the pinnacle of Burberry's fashion creativity. Burberry Prorsum represented the brand's runway collections, known for pushing boundaries with innovative designs, luxurious fabrics, and cutting-edge trends. These pieces were often the most experimental and fashion-forward, setting the tone for upcoming seasons.
Burberry London
The Burberry London collection was dedicated to the brand's quintessential and most iconic offerings. This line was the home of Burberry's classic trench coats, tailored outerwear, and elegant accessories that defined its heritage. It embodied the sophisticated and timeless essence of the British luxury brand, serving as the core of its traditional appeal.
Burberry Brit
Designed for a more casual and contemporary lifestyle, Burberry Brit focused on relaxed apparel and everyday wear. This collection included items like casual jackets, denim, and knitwear, often featuring the brand's signature check in a more understated or modern application. It aimed to offer a younger, more accessible entry point into the Burberry world without compromising on quality.
The Unification: A Single "Burberry" Label
In a strategic move to streamline its brand identity and create a more cohesive luxury experience, Burberry announced that by the end of 2016, all three separate collections—Prorsum, London, and Brit—would be fused into a single label. This consolidation resulted in all products, regardless of their original design category (runway, classic, or casual), being marketed and sold simply under the overarching Burberry brand name. This unification aimed to simplify the consumer experience and reinforce a singular, powerful brand message across all product lines.
