Core Tip: With a number of British TV dramas such as The Crown, The popularity of jackets from UK specialist outdoor gear brand Barbour has soared this year, creating a wave of British nostalgia.Searches for Barbour jackets have risen 196 per cent in the past three months, according to Digitaloft.
This year's surge in popularity of jackets from SPECIALIST British outfitting brand Barbour has been accompanied by a wave of British nostalgia, including shows like The Crown.Searches for Barbour jackets have risen 196 per cent in the past three months, according to Digitaloft.
From James Bond to The Crown, free power placement
Barbour's jackets were made famous years ago by Hollywood action star Steve McQueen.In recent years, Daniel Craig's James Bond has also appeared in the James Bond series wearing a Barbour jacket, wearing Beacon Sports, which became one of Barbour's best selling products.
Helen Barbour, a fifth-generation executive at Barbour, marvels: "Can you imagine they really had the courtesy to come and buy a few jackets for making a movie?Just think how much other people have to pay for product placement in big movies!"
This year, The jacket has been a mainstay in The wardrobeof hit British shows, from I Hate Suzie to Industry and, most notably, The Crown.For Season 4 of The Crown, The British Queen (Olivia Colman), Prince Charles (Josh O 'Connor), Princess Anne (Erin Doherty) and Princess Diana (Emma Corrin) all wore Barbour jackets.
Above: Daniel Craig's James Bond wearing Barbour on the set of Skyfall
Above: Princess Diana (Emma Corrin) and Prince Lippe (Tobias Menzies) from "The Crown.
Season 4 of "The Crown" also brought back Princess Diana's early Preppy style.Stylight, a research platform for Fashion and beauty products, said it has seen a significant increase in the number of clicks on some of princess Diana's major fashion items in the week since it aired on November 15.Princess Diana's engagement in public statement bow blouse on increased by 108%, through the dress in the royal Australian tour hits more than 54% growth, pearl earring search volume increased by 162%, the princess was in Kensington Palace, Kensington or Palace) through the pink plaid pants, make "pink" grid search volume increased by 35% in a week.(See: Netflix hits Like "The Wings" and "The Crown" that could set a fashion trend.)
It is both a symbol of traditionalism and a symbol of wealth
In "I Hate Suzie," Billie Piper plays a has-been actress in an identity crisis.Billie Piper's Barbour jacket is an important social symbol, according to fashion designer Grace Snell."We like the idea because it suggests a taste for rural life," she says.I want to compare it to Suzie, the actress and the pop singer.But it's not enough.The jacket is from the 'Alexa Chung X Barbour' look, so it's still different from what locals and more traditional country people wear."
"I think this [nostalgia] is part of a broader zeitgeist," said Jack Carlson, founder of New York brand Rowing Blazers, which has launched a series of tie-in games with Barbour.
Image above: Billie Piper wearing a Barbour jacket in "I Hate Suzie.
Grace Snell's attempts to use Barbour jackets were hampered by the fact that Billie Piper's Suzie didn't fit the brand's upper-class image."The Barbour headquarters weren't sure if we should use Barbour jackets in this series," she says. "They said, 'The show doesn't fit our brand.But I really like their reviews and that's why I wanted to use it in the show."
"The Barbour Jackets are both a symbol of traditionalism and a symbol of wealth," says Dan Daniel Smith, author of The Fall and Rise of Britain's Upper Classes.As an aristocratic idiom, the Barbour Jackets are both about staying calm and moving on and about a prosperous future."Suzie's ambivalence is reflected on the Barbour jackets, and perhaps the current attitude of British consumers.
Where does "high brand image" come from?
Barbour is a 126-year-old British company known for its waxed jackets and other waterproof protective gear.Its jacket is a classic example of English country dress.
The British royal family played a big part in shaping its "upper-class brand image".As seen in "The Crown," Barbour is a regular fixture on The royal family's outings and daily outfits.It has also obtained Royal Warrants from the Queen of England, the Duke of Edinburgh and the Prince of Wales.This certification can only be issued by the above three members of the royal family. The products certified by the three members of the royal family are of the highest level, indicating that the royal family has personally used the products of this supplier for five years and confirmed that there is no quality problem.
The Duchess of Cambridge and Prince Harry's wife, Meghan Markle, have all gained a certain amount of popularity in recent years.And through a series of "passive exposure" in the film and television works, it gradually became a symbol of wealth and the British upper class.
In recent years, Barbour has also been involved with fashion brands such as Rowing Blazers, Alexa Chung, Laura Ashley and Supreme, as well as Japanese designer Tokihito Yoshida and British ceramic brand Emma Bridgewater.In their capsule range, introduced by New York-based brand RowBlazers and Barbour, they are recreating a famous cardigan from Princess Diana.
In 2019, Barbour celebrated the brand's 125th anniversary in partnership with legendary film director Sir Ridley Scott.(See "Deluxe" : The 125-year-old British outfitting brand Barbour collaborated on new jackets from legendary film director Ridley Scott.) This year, the company's chairman, Dame Margaret Barbour, received a lifetime achievement award from the fashion publisher Drapers.
