Burberry, a name synonymous with British heritage and timeless elegance, unveiled its sprawling Spring/Summer 2018 collection in London, a spectacle that once again showcased the brand's iconic – and controversial – Nova Check print. This instantly recognizable pattern, a key element of Burberry's identity, has a long and complex history, one marked by both immense popularity and periods of problematic association. Understanding the Burberry Check Nova, its evolution, its current market presence, and its ongoing relevance requires delving into its past, present, and uncertain future.
The weekend’s SS18 show served as a potent reminder of the Nova Check’s enduring power. From runway looks to accessories, the print was ubiquitous, a testament to its continued relevance in Burberry's design language. However, the show also highlighted the complexities surrounding its use, a conversation that has intensified in recent years. While the check remains a highly sought-after motif, its journey has been anything but straightforward. This article will explore the history of the Burberry Nova Check print, examine its current market value and availability, and address the challenges the brand has faced in managing its iconic symbol.
A Brief History of Burberry's Problematic Nova Check Print:
The story of the Burberry Check begins long before the "Nova Check" moniker was even conceived. The original Haymarket Check, introduced in the early 20th century, was a more subtle pattern, a practical and functional design woven into the brand's iconic gabardine fabric. This original check served primarily as a quality marker, a discreet identifier of authentic Burberry garments. Its understated elegance resonated with the British aristocracy and military, contributing to the brand's early success.
However, the check's journey from understated elegance to ubiquitous symbol is where the complexities begin. Over time, the check's popularity grew exponentially, becoming associated not only with quality but also with a certain aspirational lifestyle. This association, while initially beneficial, ultimately led to widespread counterfeiting. The easily replicated pattern became a target for imitators, diluting the brand's exclusivity and undermining its luxury positioning. The proliferation of counterfeit Burberry goods, often associated with criminal activities, tarnished the brand's image and forced a strategic re-evaluation of the check's role.
The "Nova Check," as we know it today, emerged as a response to these challenges. While variations exist, the Nova Check is generally characterized by its bolder, more readily identifiable design. This evolution, ironically, further amplified the counterfeiting problem. The increased visibility of the check ironically made it easier for counterfeiters to reproduce and distribute.
The Nova Check Today: A Balancing Act
Burberry has attempted to navigate the complexities of its iconic check through a variety of strategies. The brand has invested heavily in anti-counterfeiting measures, working with law enforcement agencies and leveraging technology to combat the illegal production and distribution of counterfeit goods. Simultaneously, Burberry has sought to reposition the Nova Check, attempting to re-establish its link to luxury and exclusivity. This has involved integrating the check into high-fashion designs, collaborations with contemporary artists, and strategic marketing campaigns aimed at highlighting the craftsmanship and heritage behind the pattern.
Despite these efforts, the Nova Check remains a double-edged sword. Its recognition is a significant asset, instantly communicating brand identity to consumers worldwide. However, this same recognition contributes to the ongoing problem of counterfeiting. Burberry’s challenge lies in managing this delicate balance, harnessing the power of the check's recognition while simultaneously protecting its integrity and preventing its dilution.
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