The British luxury label behind the iconic trench coat has announced that it will merge all its brands—Burberry Prorsum, Burberry Brit, and Burberry London—under one label: Burberry. The fusion of all the brands will take place by the end of 2016. According to Business of Fashion, the transition, orchestrated under chief executive officer Christopher Bailey, is part of a strategy to strengthen the brand’s roots by highlighting that all products come under one umbrella, and to also make it easier for customers to shop.
The British heritage brand is following the path of other luxury labels that recently combined their diffusion lines. This year, Marc Jacobs discontinued its Marc by Marc Jacobs label to merge it with the main line. In a similar move, Temperley London dropped its contemporary line Alice by Temperley, while Donna Karan took the decision to drop her eponymous label but held on to the contemporary DKNY brand.
Meanwhile, the Burberry Festive Film—Celebrating 15 Years of Billy Elliot was launched on Tuesday and features an all-star cast of A-listers. Watch Elton John, Naomi Campbell, Romeo Beckham, and others jump for Burberry in the video above.
