Chavs: Burberry’s Response

burberry_1920x1200Chav stereotype, with a Burberry cap and blingChav (ˈæv/ 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.


Daniella Westbrook in Burberry


“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.

The Guardian: Angela Ahrendts, How an American woman rescued Burberry, a classic British label


Burberry Velvet Skirt Burberry Velvet Skirt Back

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.

burberry-camel-wool-cashmere-trench-coat- A fabulous camel coat for the Winter Season.

Burberry Mesh T-Bar Sandal RhiannaThen dievca found these sandals, with a zipper up the back. Amazing.
That prompted her to keep an eye on what the brand was offering.

dievca’s eyes were delighted with:

BURBERRY PRORSUM feather embroidered bodysuit leather skirt Burberry Prorsum S-S13 feather top leather skirt burberry-prorsum-spring-2012-38-detail BURBERRY PRORSUM Teal green velvet cotton pencil skirt back BURBERRY PRORSUM Teal green velvet pencil skirt front BURBERRY PRORSUM Teal green velvet pencil skirt detail BURBERRY PRORSUM Teal green velvet pencil skirt back Burberry prorsum olive velvet skirt Burberry Garden burberry_prorsum_s_s_2014_ purses burberry-prorsum-blue-denim-trench-coat- burberry-prorsum-blue-denim-trench-coat- 2 burberry-prorsum-spring-2013-navy-blue-bustier-top-green-sequin-skirt burberry-prorsum-Bottle Green Metallic Sequined Tailored Skirt Burberry Prorsum_Resort 2015 scale skirt stripe top Burberry Leather Red Trench Coat

Talk about making a comeback…WOW!

13 Comments on “Chavs: Burberry’s Response”

  1. Pelelotus says:

    Was wondering when you were going to feature chavs on your page. That picture of Daniella Westbrook has truly killed the chic association of the classic check. They do make beautiful coats.

    • dievca says:

      I know that Burberry has really made a comeback and I think the plaid has been used, just more sparingly. They offer beautiful items. My Tan Wool/Cashmere Coat is gorgeous, wears well, so I was hunting through their selection for an anorak last Autumn.

  2. Sigh. The colours.. the know the ones I mean! xxx

    • dievca says:

      I love that skirt with the large paillettes and the blouse is lovely, too. I am a bit obsessed with their quality of their velvet (It was amazing and had stretch). I would like to purchase another velvet skirt, but pencil length. Less school girl more sophisticated.

  3. esther says:

    love love Burberry…if i only had money or a Sugar-person, i’d buy all of these…including the heels i’d fall off of. xxx

  4. jackiemallon says:

    And worn by WAGs (wives and girlfriends of soccer players 🙂
    They are known for the chavtastic fashion.
    Nothing chav about your selection though. All winners xo

  5. I’d wear it all. Excellent pics on this page, dievca.

  6. hispetitelle says:

    That is a fabulous comeback. I’m drooling over the velvet and leather skirts.


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