burberry check comeback | How Burberry finally got cool again

The iconic Burberry check. A pattern instantly recognizable, historically associated with luxury and British heritage, yet for a significant period, synonymous with something far less desirable. It spent years languishing in the fashion wilderness, a victim of its own success, tarnished by its widespread adoption by a demographic that irrevocably altered its perception. But the tide is turning. The Burberry check is not only staging a comeback, it's orchestrating a full-blown renaissance. It's shedding its negative connotations, embracing a new generation, and re-establishing itself as a symbol of sophisticated style. The Burberry check comeback is not just a trend; it's a strategic reclamation, a testament to the power of rebranding, and a reinvention of a classic.

Burberry Plaid Is Making a Surprise Return

The resurgence of the Burberry check has surprised many, particularly those who remember its fall from grace. For years, the pattern was considered, well, passé. Overexposure and its association with counterfeit goods had diluted its appeal. It became a cautionary tale, a prime example of how even the most established brands can suffer from unintended consequences. The surprise, therefore, stems from the sheer audacity of bringing back something so heavily stigmatized.

But Burberry isn't just dusting off an old pattern; it's reimagining it. The return isn't a wholesale replica of the past; it's a carefully curated evolution. The check is appearing in unexpected contexts, blended with modern silhouettes, and integrated into designs that speak to a new generation of consumers. This element of surprise is crucial to its success. It's not a predictable revival; it's a calculated disruption.burberry check comeback

This surprise return isn't just about the check itself; it's about the brand as a whole. Burberry, under the guidance of its creative leadership, has been subtly shifting its image, embracing a more contemporary aesthetic while still honoring its heritage. The check's reappearance is a key element of this broader strategy, a way to reconnect with its roots while signaling its commitment to innovation.

8 Buys Are Making an Unexpected Comeback in 2025

While predicting the future of fashion is always a risky endeavor, several factors suggest that the Burberry check, and by extension, several key Burberry pieces incorporating the check, are poised for a significant comeback in 2025. The cyclical nature of fashion trends plays a significant role. What was once considered outdated often finds its way back into the spotlight, reinvented and reinterpreted for a new audience.

Here are 8 potential Burberry buys that are making an unexpected comeback in 2025:

1. The Classic Trench Coat: The cornerstone of Burberry's identity, the trench coat, particularly those featuring the check lining or subtle check detailing, is experiencing renewed interest. Its timeless appeal and versatility make it a wardrobe staple, and the incorporation of the check adds a touch of heritage and sophistication.

2. Cashmere Scarves: The classic Burberry cashmere scarf, often adorned with the check pattern, is experiencing a resurgence as consumers seek timeless, high-quality accessories. Its warmth, comfort, and understated elegance make it a perfect addition to any wardrobe.

3. Handbags with Check Accents: From small crossbody bags to larger totes, handbags featuring the Burberry check are becoming increasingly popular. These pieces offer a subtle nod to the brand's heritage without being overly ostentatious.

4. Shoes with Check Detailing: Sneakers, loafers, and even heels featuring the check pattern are gaining traction. These shoes provide a modern and playful way to incorporate the Burberry aesthetic into everyday outfits.

5. Outerwear with Check Panels: Jackets, coats, and even puffer vests featuring strategically placed check panels are emerging as fashionable statement pieces. These items offer a bolder take on the Burberry check, allowing consumers to express their individuality while embracing the brand's heritage.

6. Check Shirts and Blouses: Button-down shirts and blouses featuring the Burberry check, in various colorways and fabrications, are becoming increasingly popular. These pieces offer a versatile option for both casual and dressier occasions.

7. Check Skirts and Dresses: Skirts and dresses featuring the Burberry check, ranging from mini skirts to midi dresses, are experiencing a revival. These pieces offer a feminine and playful way to incorporate the check into a more formal setting.

8. Small Leather Goods: Wallets, cardholders, and keychains featuring the Burberry check are gaining popularity as consumers seek subtle and affordable ways to access the brand's heritage.

These 8 buys, each offering a unique interpretation of the Burberry check, are positioned to capitalize on the pattern's resurgence. They represent a blend of classic designs and contemporary updates, appealing to a wide range of consumers.

How Burberry finally got cool again

The process of Burberry regaining its "cool" factor has been a multifaceted and carefully orchestrated effort. It wasn't simply a matter of reintroducing the check; it required a complete overhaul of the brand's image and a strategic shift in its marketing approach.

Firstly, Creative Leadership played a crucial role. The appointment of Riccardo Tisci as Creative Director in 2018 marked a significant turning point. Tisci brought a fresh perspective to the brand, injecting a dose of streetwear-inspired energy while still respecting its heritage. He introduced new logos, modernized the check pattern, and collaborated with influential artists and designers, effectively repositioning Burberry as a relevant and desirable brand for a younger audience.