Chavs: Burberry’s ResponsePosted: January 16, 2015
Chav (ˈtʃæv/ chav) is a pejorative epithet used in Britain to describe a particular stereotype. The word was popularized in the first decade of the 21st century by the British mass media to refer to an anti-social youth subculture in the United Kingdom. The Oxford English Dictionary defines “chav” as an informal British derogatory, meaning “a young lower-class person who displays brash and loutish behavior and wear real or imitation designer clothes“.The derivative chavette has been used to refer to females and the adjectives “chavish” and “chavtastic” have been used in relation to items designed for or suitable for use by chavs.
In 2005 the fashion house Burberry, whilst deriding chavs, claimed that the widespread fashion in the UK of chavs wearing its branded style (Burberry check) was due to the widespread availability of cheaper counterfeit versions.
“Burberry had become so associated with a downmarket image,” says Picardie. “That iconic plaid had become… I’m not going to use the word chav, but that incredible legacy had become associated with the cheapest form of disposable rip-off fashion. Ahrendts and Christopher Bailey have taken it back to its pure heritage.”
Bringing the brand back from the brink was a hard, expensive slog involving buying back 23 licences Burberry had sold to allow other firms to put its check on everything, including disposable nappies for dogs.
BURBERRY BEAUTIES WHICH CAUGHT dievca’s EYE, INITIALLY:
A blue velvet pleated skirt was bought by dievca and sold because it was just the wrong style for her. But, the skirt was made so well.