Burberry is changing up a classic by giving it a colorful twist. The brand is altering its iconic check pattern for its London Fashion Week show, and for good reason.
The presentation, which is the final one for Chief Creative Officer Christopher Bailey, will send a unique rainbow check down the runway in support of LGBTQ youths.
The revamped pattern is “an emblem for optimism and inclusiveness” and will also be a tribute to the charities working to protect the LGBTQ community from discrimination. In addition to the creative change, Burberry made donations to three charities: the Albert Kennedy Trust, the Trevor Project, and ILGA, the International Lesbian, Gay, Bisexual, Trans, and Intersex Association.
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“My final collection here at Burberry is dedicated to—and in support of—some of the best and brightest organizations supporting LGBTQ youth around the world. There has never been a more important time to say that in our diversity lies our strength, and our creativity,” Bailey said in a statement.
The executive has a history of activism: As the first openly gay CEO of a FTSE 100 company, Bailey was named as Britain’s most inspiring LGBT business executive by OUTstanding back in 2014 for supporting the gay community.
The rainbow check pieces will be available for purchase immediately after Burberry’s LFW presentation on Feb. 17. Grab yourself a piece of history.