Burberry Launches Facebook Analogue

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

The Sartorialist's super-kinda-secret Burberry project is finally out in the open, and it's a social-networking site that's just about Burberry coats. It starts out as a library of photos of different people in coats, and you can sign up to leave comments about the ones you like, or don't like, as the case may be. You can choose to look at people by gender, style, coat color, and, awesomely, you can even sort the pictures by weather if you want to see people wearing trench coats in the rain. (Or if you just want to see people in Burberry trench coats getting rained on. We're not going to judge the schadenfreude-y.)

Burberry commissioned photographers to shoot fashion and street-style portraits of its coats, starting with the Scott Schuman photos that have been trickling out. You can also submit photos of yourself in a Burberry trench and cross your fingers that they put you on the main page with the fancy photos. In Burberry's perfect world, users will create profiles and upload photos and make libraries of their favorite coats. We've killed a few minutes on the site, but that sounds like more of something you'd want to do while wasting time on Facebook than something you'd want to do on an entirely separate Facebook-analogue that is just about Burberry coats.

· Art of the Trench [Official Site]