THESOUTHSIDER Blogazine: Art of the Trench

Burberry goes with a new collaborative effort for Artofthetrench.com along with Magnum Photographers Bruce Gilden, Gueorgui Pinkhassov, Christopher Andersson, Olivia Arthur, Elliot Erwin and Jim Goldberg. Seen on the collaboration filter on the site, dig in photos from the aforementioned Magnum Photographers and works from The Sartorialist and User Submitted.

To get further knowledge about Magnum Photos, here's a worthy description:

Magnum Photos is a photographic cooperative owned by it's global photographic members who chronicle the world and interpret its peoples, events, issues and personalities, providing photographs to the press, publishers, advertising, television, galleries and museums across the world. The Magnum Photos library is a living archive updated daily with new work from across the globe with over one million photographs in both print and transparency in the physical library, with 350,000 images available online.

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London, 9 November 2009 – Burberry today launches artofthetrench.com – an evolving celebration of the iconic Burberry trench coat.

Artofthetrench.com is a new Burberry digital platform with social networking functionality.

The site will be an ongoing project between Burberry and some of the world’s leading image makers, building a living testament to the trench coat with regular collaborations being announced.

Burberry will invite site users to submit their own portraits to feature on the site, creating a body of images reflecting personal trench coat style across the globe.

For the launch of the site, Burberry Creative Director Christopher Bailey commissioned a collection of photographs of trench coats wearers taken by photographer Scott Schuman of The Sartorialist.

For this first collaboration, Scott has been capturing street portraits of people in Burberry trench coats in London, Milan, New York, Paris, Berlin, Sao Paulo and Venice over the last few months.

Visitors to the site will be able to favourite and comment on the portraits and share these over their own existing social networks including Facebook and Twitter.

Burberry, which is a member of the FTSE100 and headquartered in London, was founded in 1856.