FASHION EDITORIAL

This curation of images in the style of Display Copy was made for the editorial brief to ‘Suspend (one's) disbelief’. The folklore tale of ‘A Wolf in Sheep’s Clothing’ is used as a metaphor for how Burberry and its iconic check motif have been used to gain status.

Burberry symbolism has shifted over its lifespan: from being the first weatherproof trench used during the First World War. To become a brand reflective of the political and cultural epidemic of working-class appropriation. The Burberry pattern existed as the chequered uniform of the early 2000s ‘chav’ subculture. They eventually moved to break free from these associations, rebranding as the quintessential British brand with an unparalleled heritage.

The Burberry brand connotations are more complex than most. My research and imagery attempt to visually unpack this narrative, using the ‘Wolf in Sheep’s Clothing’ folkloric tale as a metaphor.