Burberry’s new collection is inspired by the rabbit. The year 2023 is observed as the year of the rabbit. So the rabbit is a key motif running throughout the collection, including cartoon-inspired iterations, some positioned back-to-back so that the ears meet to form a heart shape while others sit atop the Burberry logo.

The exclusive collection features the Thomas Burberry monogram playfully reimagined with rabbit ears. This is adorned on women’swear, men’swear and children’swear, the signature Lola bag, accessories, cashmere and silk scarves.

Burberry plans to increase sales in a big way. The plan is to double sales of leather goods, shoes and women’s clothing and expand outerwear sales by 50 per cent in the next threeor five years.Longer term, the aim is to increase accessories from 36 per cent of sales to over 50 per cent. Leather goods are the profit drivers of the industry, with successful handbags generating gross margins of over 80 per cent so if the company can sell more It bags, that goal looks realistic.

Focusing on Burberry’s heritage and made-in-Britain status should give the fashion house more of a coherent identity.Burberry has been pursuing a fusion between social media celebrities and the blockchain, including the launch of NFTs in the gaming world.