Burberry and Schuman collaborate for interactive Web site

Associate Scott Schuman of The Sartorialist blog with any brand and it'll undoubtedly generate buzz. Incorporate an element of social media and the collaboration is sure to have a addictive, viral, and lasting impression.

Associate Scott Schuman of The Sartorialist blog with any fashion brand and it'll undoubtedly generate buzz. Incorporate an element of social media and the collaboration is sure to have a addictive, viral, and lasting impression.

Burberry recently tapped the influencial fashion photographer - he also recently starred in a Gap ad - to shoot people in its trench coats around the world. The images appear on TheArtoftheTrench.com, an interactive site that lets users comment, share, and create profiles and image libraries. The site also tasks users to submit photos of themselves in the trenchcoats.

Though Schuman's influence surely gives the campaign clout, I have to wonder if this kind of social media promotion for such an established luxury brand could work with a lower profile collaborator. Regardless, it'd be great to see how far a brand like Burberry can take this online approach.

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