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Burberry was established in 1856, initially specialising in outdoors clothing. The trench coat was developed to serve the needs of the British Army in the early 20th century. The vision of the brand in popular culture is inextricably connected to the iconic Burberry check, one of the most recognizable patterns in the world. In 2017, Marco Gobetti succeeded Cristopher Bailey as the company's CEO, after leaving Céline. In 2018 he appointed Riccardo Tisci as the new designer. Gobetti claims that “Riccardo is one of the most talented designers of our time. His designs have an elegance that is contemporary and his skill in blending streetwear with high fashion is highly relevant to today’s luxury consumer.”