I have a confession to make:

I still really like old Burberry. In fact, I actually prefer it.

I know, I know. The iconic plaid print eventually became synonymous with cheap replicas, but in my opinion, Burberry’s old school “chav check” (sorry for the pejorative term; I’m quoting others) actually did more for the brand than its rebrand has.

When I used to look at Burberry pre-2011, I used to think about how uniquely British it felt. Everything about its clean silhouettes and weatherproof fabric gave an outdoorsy old money feel, and the check print was interesting enough to look at without appearing too busy or distracting. Also, the brand’s use of neutral colors felt quiet and calming, like having a cup of tea on a rainy Sunday afternoon. It was a vibe that this introvert could really get behind.

Now when I look at Burberry, I feel neither fondness nor displeasure; I just don’t know exactly what I’m looking at. What happened?

Burberry Vintage Check Bag

Out With The Old, In With The New

Like other fashion houses with famous patterns and monograms, Burberry’s popularity eventually began to cause problems for the company when it became one of the world’s most counterfeited brands.

The knockoff market ran rampant in the early to mid-2000s, and customers’ change in perception caused a slow decline marked by a forgotten heritage and a print that’d become a bit vulgar and passé.

Burberry execs took many steps to combat the replicas and preserve exclusivity (including controversial ones like burning unsold stock,) but they also took notice of the changing demographics of interested consumers.

No longer wanting to be seen as overly mature or stuffy, Burberry basically said, “eh, why fight it?” and leaned into producing things they thought younger crowds desired.

Then in 2018 came Burberry’s B Series and the new TB logo.

TB: Too Bad I Don’t Know What This is

The first time I ever saw the TB logo was at a shop in an airport. I saw a brightly-lit store with a colorful selection of stuff and decided to go in to kill some time.

As I entered, I innocently thought to myself, “Is this Tory Burch? Tommy Bahama? Oh wait, it’s a new brand. How interesting.”

I then browsed around for what felt like forever until I realized I was actually inside a Burberry store!

Who knows, maybe I was jet-lagged or overdue for a trip to the optometrist or had gone overboard with free drink vouchers; Whatever it was, I knew that rebranding in a way that customers couldn’t immediately recognize the brand was risky business in the marketing world.

Burberry TB Logo Crossbody Bag

Don’t Lose Yourself on The Way Forward

Once I realized I was indeed looking at Burberry’s rebrand, I could only think two things: that I completely understood why the brand decided to switch it up and that it was way off the mark.

The brand had indeed been suffering, but its new look had nothing that made me remember its roots.

Instead of finding a way to keep its distinct look and adapting to the tastes of a younger crowd the way Louis Vuitton has, Burberry did a complete 180° and shed most of its signature design elements in the process.

And all I could see from then on out was a once-beloved brand saying, “please don’t forget about me.”

Craving the Classics

Unfortunately, I still have the same reaction four years later, but not without my lack of trying to change it.

Burberry’s old look and feel were just so cool. How could I forget it?

I’m sure many of you may disagree, but as lame as my Burberry check bag might be, it’s still going strong.

Burberry Nova Check Bag
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Aspen
Aspen
5 months ago

I said it then and I’ll say it now. Ricardo isn’t a fit for Burberry. Every time I see TB I think of tuberculosis lol.

Lynn
Lynn
5 months ago
Reply to  Aspen

The reference to tuberculosis makes me hate these designs a little bit less… thank you!

JuliaJulia
JuliaJulia
5 months ago
Reply to  Aspen

It’s RicCardo Tisci.

Snibor
Snibor
5 months ago
Reply to  Aspen

I think Tory Burch! Even my son saw a Burberry bag and said it’s Tory Burch? Ha!

Gayle
Gayle
5 months ago
Reply to  Snibor

Same here its the first thing that comes to mind. I still kept still refusing to sell my 5 vintage burberry (1 bucket bag my first ever designer bag mom gave it to be when i was 17 sort of going away to college gift…i also have the pink and blue check as well as 1 red hearts sling bag and 1 white hearts tote this one the handle discolored so my aunt gave it to me and i had it changed in the bag repair shop). The check pattern will always be special to me because its my grandpa’s favorite. He had a huge collection of polo shirts around 50 i think before he passed away.

VVVR
VVVR
5 months ago
Reply to  Aspen

I thought tuberculosis too! hahaha

Fabuleux
Fabuleux
5 months ago

New Burberry is terrible.

Vivian Fonger
Vivian Fonger
5 months ago

I am still proudly using my old Burberry pattern handbag. I like the traditional pattern one and I don’t understand why Burberry can’t continue the pattern just like Gucci and LV. They embrace and modernize the patterns.

K P J
K P J
5 months ago

I love the classic check when it’s used as a subtle accent in bags, leather accessories, or as piping/lining in coats. Agree that the new logo is just downright blecccch.

Katy
Katy
5 months ago

I actually like the old Burberry pattern, as well. It’s classic, familiar, and comfortable, if that makes sense to anyone other than myself. 😊

VVVR
VVVR
5 months ago

I bought the classic plaid tote in 2006 to carry around my wedding planner. I took that tote everywhere. It was great quality and totally matched my neutral wardrobe. I still have it. I bust it out now and then. I still love it. I don’t care for the new stuff.

Tracey B.
Tracey B.
5 months ago

I love the new logo because my initials are TB!

Katy
Katy
5 months ago
Reply to  Tracey B.

My daughter likes “Jimmy Choo” for the same reasons. 😊

Fabuleux
Fabuleux
5 months ago
Reply to  Tracey B.

🤣

Aspen
Aspen
5 months ago

Ricardo is NOT a fit for Burberry. Said it then am saying it now. It just screams tuberculosis. Lol

JuliaJulia
JuliaJulia
5 months ago
Reply to  Aspen

It’s RicCardo Tisci.

Londoncalling
Londoncalling
5 months ago

Classic checks are gorgeous. I don’t understand why they don’t make it in coated canvas. It’s PVC or cloth.

Guest
Guest
5 months ago

Thomas Burberry would die over again with this alterations to his brand

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