Burberry Prorsum

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The Burberry Prorsum ready-to-wear collection was launched by Roberto Menichetti after he was hired in 1998 as creative director. An ad campaign shot by Mario Testino and starring Kate Moss and Stella Tennant followed, recasting Burberry's conservative, rather fusty image as youthful and sexy while still emphasizing its quintessential Britishness. In 2001 the house appointed Christopher Bailey, formerly a Gucci womenswear designer under Tom Ford, as creative director. The introduction of fragrance, menswear, and accessories has boosted the company's bottom line. And Bailey's designs have managed to balance Burberry's venerable heritage with a hip and contemporary aesthetic. When you think of Burberry today you still think of the trench�but redone, for instance, in python.

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