Burberry's Art of the Trench.

Beauty is trench. Trench beauty.

Or so I’ve come to believe after experiencing Burberry’s new “Art of the Trench” website.

Yes, experiencing. This site is not just that. It is an experience. A marketing experience that is working its magic in every possible way on me.

It is beautiful. The animation, the photography by Scott Schuman, the idea to involve several different photographers over the course of the project, the Canadians featured, the soundscapes for each shot, the filtering options, the history lesson, the option to submit user portraits, the acoustic music by the Kooks…

And the trenches. Oh, the Burberry trench. That timeless symbol of elegance and style, which is somehow devoid of any distaste that its origins in warfare should perhaps have left lingering. Pacifist I may be, but trench-opposer I am not.

I don’t have one. So I don’t gain admittance to the club of elite subjects photographed for this site. Members only.

But one day, Burberry, your beauty and art shall be mine.