Burberry's Check Pattern Praised as Timeless

The iconic Burberry check, originally called the Haymarket check, was first introduced in the 1920s. It wasn't a fashion statement at first, but rather a practical lining for the brand's trench coats, hidden from view. The pattern, with its distinctive camel, ivory, red, and black design, was inspired by traditional Scottish tartan. The check's journey from coat lining to a global fashion symbol began in the 1960s. A buyer at Burberry's Paris store creatively used the lining to wrap luggage and create an umbrella cover for a display, which sparked immediate customer demand for accessories featuring the pattern. This led to the creation of the famous cashmere scarf in 1967, which has since become one of the brand's most recognizable products. Over the years, Burberry has introduced several variations of its signature pattern. These include the "Nova Check," a diagonal version of the classic, and the "Haymarket Check," which incorporates the Burberry equestrian knight motif. In 2018, then-creative director Christopher Bailey unveiled a "Rainbow Check" to show support for the LGBTQI+ community. Despite its luxury status, the pattern faced challenges in the early 2000s with overexposure and widespread counterfeiting, which led to an association with "chav" culture in the UK. In response, Burberry strategically reduced the check's visibility to reclaim its exclusive image. Under the direction of creative leads like Christopher Bailey, Riccardo Tisci, and now Daniel Lee, the check has been consistently reimagined. Modern interpretations have included bold, oversized versions and new colorways, ensuring the heritage pattern remains a central and evolving element of the brand's identity.