The Art of the Trench event, which took place at the new events space at JK Iguatemi Mall in Sao Paulo, was attended by 500 guests including Carlos Jereissati, Mayte Birman, Laura Neiva, Paola de Orleans e Bragança, Amalia Spinardi, André Almada, Fernando Andrade, Bruno Fagundes and Victor Collor de Melo.
The event showcased images captured for Art of the Trench by street style photographer Tiago Petrik, featuring a diverse community from across Brasília, Rio de Janeiro and São Paulo wearing their trench coats, curated by Burberry Chief Creative Officer Christopher Bailey.
Isabella Fiorentino, Felipe Solari, Didi Wagner, Donata Meirelles, Rony Rodrigues, Luca Bianchi, Ciccy Halpern, Eugênia Maia, Guilherme Kramer, Dudi Machado, Jeff Ares, Rose Klabin, Guilherme Siqueira, Helena Bordonn, who were all shot for Burberry Art of the Trench in Brazil, attended the event.
Music was provided by Livia de Bueno, Augusto Mariotti and Alexandre Ostrovsky, who were also photographed for Art of the Trench.
Global audiences were able to view a live social stream direct from the event on Burberry.com, as well as content from the event on the brand’s social platforms including Facebook, Instagram, and premiered through the new Burberry Tumblr account.
The event also marked the recent opening of the Burberry flagship store within the new JK Iguatemi Shopping Mall in Sao Paulo.
The 700 square metre store is the brand’s largest and most technologically advanced store in Brazil reflecting the Burberry store design concept developed by Burberry Chief Creative Officer Christopher Bailey, using British materials and themes throughout.
The Burberry Retail Theatre in store concept enables Burberry to broadcast innovative content into the store’s interior video walls controlled by the brands global headquarters in London
Burberry has three other existing stores in Brazil – São Paulo Shopping Pátio Higienópolis, São Paulo Shopping Iguatemi and Brasília Shopping Iguatemi.
Notes to editors
Burberry, which is headquartered in London and is a member of the FTSE 100 was founded in 1856.
Burberry is a global luxury brand with a distinctive British heritage, core outerwear and large leather goods
base and one of the most recognised icons in the world.
At 30 June 2012, Burberry globally had 196 retail stores, 207 concessions, 48 outlets and 58 franchise stores.
ART OF THE TRENCH
Artofthetrench.com is a digital platform with social networking functionality, launched in November 2009
The site is a celebration of the iconic Burberry trench coat and the people who wear it, inviting site users to submit their own trench portraits from around the world and to feature on the site
The site is an ongoing project between Burberry and some of the world’s leading image makers, building a living testament to the trench coat with regular collaborations being announced.
Art of the Trench in Brazil was shot by street style photographer Tiago Petrik, from the Rio etc blog in Brasília, Rio de Janeiro and São Paulo.
Over 60 images were captured including: Julia Petit, Costanza Pascolato, Paulo Borges, Didi Wagner, Felipe Solari, Marcelo Rosenbaum, Helena Rizzo, Rodrigo Almeida, Isabella Fiorentino, Bárbara Leão de Moura, Dudi Machado, Maria Prata, Livia de Bueno, Luca Bianchi, Donata Meirelles e Helena Bourdon, Rodolpho Parigi, Rony Rodriguez, Zanini de Zanine, Fernando Torquatto
Art of the Trench content from Brasil will be used across all of the brand’s platforms including the newly launched Tumblr page, Facebook, Twitter, Pinterest, Instagram and Google+
Brazilian street style photographer
Tiago’s blog Rio etc. launched in 2007 documenting style and fashion from the streets of Rio de Janeiro
Two photography books based on the blog have been released and a third one will come out later this year.
Tiago will be launching a Rio de Janeiro City guide ("A Carioca - Guia de Estilo da Cidade Maravilhosa") based on his experience photographing the city’s streets
Tiago joins Scott Schuman of The Sartorialist, Manu and Magnum photographers, all selected by Burberry to shoot for Art of the Trench
British actress and model
Part of the Burberry family, Cara first featured in the Burberry Spring Summer 2011 ad campaign and has since featured in multiple Burberry campaigns including Burberry Beauty as well as seasonally appearing on the Burberry catwalk
Currently filming her first film role in “Anna Karenina”, to be released in September 2012
THE BURBERRY TRENCH COAT
With a history of over 156 years of craftsmanship and fabric development, Burberry has a heritage in providing practical and functional outerwear with a unique British sensibility
The trench coat remains the natural starting point and springboard for all Burberry menswear, womenswear and childrenswear collections and is seasonally re-interpreted to reflect the mood and direction of the season
Burberry trench coats are made in England using time-proven manufacturing methods and are available on-line at Burberry.com and in stores worldwide all year around
The trench coat is classic, genderless and functional whose design and aesthetic remains timeless and transcends fashion
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