Burberry was established in 1856, initially specialising in outdoor clothing. The trench coat was developed to serve the needs of the military 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 early 2018, he appointed Riccardo Tisci as the new designer. Gobetti, who had previously been president and chief executive at Givenchy from 2004 to 2008, was responsible for hiring the designer, who was then relatively unknown. Tisci expressed a great deal of enthusiasm about reuniting with his former CEO, whilst Gobetti said: "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."