Why Burberry Is Dropping Prorsum, Brit, and London From Labels

If you own a piece of Burberry, by which we mean one created under chief creative officer and CEO Christopher Bailey’s reign, it’s label will say one of the following three things: Prosum, London, or Brit. The stuff you see on the runway and in those super high-gloss ads? That’s Prorsum—high design, high style, and generally really expensive. Now your classics—your trenches, your raincoats, your scarves—that’s London. No less top of the line, but certainly more traditional. And finally, the most casual of the bunch, Burberry Brit.

To be honest, it can be quite confusing, even for people like us who make it our business to know about these kind of things. It seems the head honchos at Burberry agree with us, as they’ve recently announced they’ll be unifying everything under one name: Burberry. The change will take full effect by the close of 2016. As to why, Bailey explained that the high-end customer has changed the way they shop: “The behavior of the luxury customer is evolving; their style is more fluid and this is reflected in the way they shop. The changes we are making allow us to serve this new behavior more intuitively.” He further stated that this unification will offer people a more consistent experience across the brand’s offering.

That’s all well and good, as long as we can still get our trenches thank you very much.