Burberry has enlisted a wide range of local creative talent to highlight its most iconic coat in Shanghai starting this month for the fourth global installation of its Art of the Trench exhibit.
The exhibit will feature photos of more than 50 Shanghai creative figures captured by Chinese photographer Trunk Xu in what Burberry deems “a celebration of Shanghai and its inhabitants.”
Installations will be featured at Burberry’s K11 and L’Avenue store locations, and British actress and Burberry model Carla Delevigne will be hosting an event at K11 on August 29 to celebrate the exhibit.
Art of the Trench will also be promoted heavily on social media, where fans will be encouraged to submit their own trench portraits on Sina Weibo and unlock exclusive content on WeChat.
Previously held in Chicago, Brazil, and India, the exhibit will be moving on to Paris, Seoul, Kiev, and Istanbul later this year. The concept of a global exhibit centered around one key piece is similar to that of Chanel’s Little Black Jacket campaign that hit Shanghai and Beijing earlier this summer, but Burberry’s worldwide project takes on a decidedly more local feel by tailoring each set of photos to its own city.
The British label currently has 71 stores throughout China, and has been doing pretty well with sales despite China’s economic slowdown. Check out more photos below: