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Burberry Axes Its Prorsum, Brit, and London Lines

Photo: Burberry/Facebook

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Burberry's chief creative officer and CEO Christopher Bailey announced during a press conference today that the label is consolidating all its lines under just Burberry, WWD reports. This means that Burbery's Brit, London, and Prorsum diffusion lines are no more and instead will exist as just one core Burberry brand named simply, Burberry, according to Vanessa Friedman.

Designers have been trending away from diffusion lines and Burberry follows labels like Marc Jabobs that have done away with less high-end permutations of its mainline brand.

Also in the press conference, Bailey announced plans to pour $77.2 million into a state-of-the-art factory that will produce the label's legendary trench coat. The factory will be built in Leeds, England and aims to bring thousands of jobs to the area. Construction for the factory will break ground in 2016 with an expected completion date of 2019, according to a press release on the city of Leeds's official website. Burberry's goals for the new factory is to up production of its iconic trench and to expand its outerwear categories.