Her Majesty Queen Alexandra, the Empress Marie of Russia, the infanta Isabella of Spain, the Duchess of Sparta, and the queens of Denmark, Norway and Belgium were just a few of the illustrious clients the English company Burberrys of London was proud to provide with suits, “the most practical, the most elegant and the richest garment[s] one can wear in all circumstances of daily life”, chosen by “ladies from high society or the bourgeoisie, even the most elegant”.

The muted colours chosen for the catalogue Devambez printed for Burberrys in 1915-1918 reflected the way fashion adapted to the constraints of the war years. The models that graced its pages showed the emergence of a particular aesthetic, where practicality and sobriety of design appeared as a richly detailed and oh-so-British haute couture manifestation of a demand for shared simplicity. The cover was designed by Drian.

Burberrys, commercial catalogue, Devambez, Paris, 1915-1918