French fashion photographer Julien Boudet was walking through Tokyo when a store display of Burberry coats styled inside out caught his eye.
With their tartan lining exposed, the conservative classics became bold streetwear pieces. On impulse, he bought the outerwear to shoot on an array of his friends and acquaintances, seen here.
It’s a look that’s in keeping with spring’s logo mania. The iconic check is the calling card of the storied British luxury house, and its resurgence a natural response to fashion tribes eager to telegraph their brand loyalty.
“People born in the ’00s are just discovering it,” Boudet says of the famous pattern, noting that what makes it cool is that the coats are worn incorrectly: proof that in style, sometimes the wrong way is just right.
Models: Yoko Lee, Cumuli Nakada, Minori Nakada, Satsuki, and Ura
This article originally appeared in the March 2018 issue of ELLE.
