artofthetrench_screengrab.jpgBurberry is getting in on the social networking action with the launch of a brand new website., a nod to their iconic trenchcoat, is a non-commercial portal aimed at extending the interaction between Burberry and its fans beyond Facebook and Twitter.

No doubt the live streaming of the label's spring 2010 show, which was seen by 700,000 Facebook fans, set the cogs turning for Christopher Bailey.

"[It's] a way for our fans to interact with the culture of the brand and with the emotional aspects of the trenchcoat," said Bailey.

Features include street syle photos by The Sartorialist of stylish folks sporting trenches all over the world. User-generated content will include profiles, comments, photo libraries and the option for fans to upload portraits of themselves wearing a Burberry trench. There will also be a "living archive" which documents the history of the trench including old photos of some of the first trench-wearers.

But will fans be inclined to jump on board this new venture? Industry insiders are curious.

"It's a big roll of the dice because there are so many sites out there. The success of this one will likely come down to whether fans will want to continue engaging with Burberry on Facebook and Twitter - or to embrace fully the whole world of the Burberry trenchcoat," said Michael Ross, co-founder of eCommera.

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