Burberry is counting down to its first London Fashion Week presentation in 10 years (and in doing so, serving up behind-the-scenes sneak-peeks for The Moment). But Christopher Bailey and the London fashion house also have another big endeavor on their plate: a new social network. According to Drapers, "the site, Artofthetrench.com, will initially feature users sending in pictures of themselves wearing Burberry trench coats." And, considering Burberry already has 670,000 or so fans on Facebook, generating online interest shouldn't be that hard of a feat.

And, as Racked.com points out, Burberry's upcoming fashion week presentation is no technological slouch either. "Burberry will make a huge leap into the virtual world when they simulcast their Burberry Prorsum runway show live from London Fashion Week at live.burberry.com" (a simultaneous showcase that Alexander McQueen will likewise embark on this season). Looks like Burberry is taking criticisms of stagnancy within the fashion industry with regard to branding (as expressed in a pretty provocative piece by Gill Linton, co-founder of The Joneses, on PSFK today) to heart.