That trench coat project Scott Schuman was working on?

It’s Burberry’s new website, TheArtoftheTrench.com and we’ve already spent too much of our morning clicking from trench to trench. Scott’s shot men, women and kids around the world in their Burberry coats, whether classic, navy, red or green and they’ve built an entire site from the images.

The Kooks play in the background; viewers are invited to comment, share, like etc. A navigation bar lets you choose images by weather - wet, bright, cloudy - by gender, by style - belted, unbelted - or you can click freely.

You’re welcome, of course, to submit photos of yourself wearing your Burberry trench and it might just land on the main site. They’re hoping users will create profiles and libraries of their favorite trenches, for a very specifically themed Facebook-like site.

Will it work? I love trench coats, but I don’t know who needs a profile to keep track of their favorites.

Despite the recession and the almost weekly fashion brand bankruptcy announcements (and the inconceivable amount of pounds spent on their London Fashion Week extravaganza), Burberry continues to outshine their luxury peers.

Their wholesale numbers are down almost 23%. They’ve closed most of their smaller wholesale accounts and the stores they do still sell to buy less, like everyone. But at the same time they’ve learned to make less, guessing the right production numbers and in the end, guaranteeing a better result. Even more importantly, their retail numbers are up by 5% this past quarter, as opposed to being down 8% in the first quarter of this year.

The company’s stock has more than doubled since January and they’re forging ahead with plans to open a minimum of fifteen new stores next year, mostly in Asia and the States. So what does this mean to us? It means we think headlining LFW’s a good luck charm. It also means we’d love for them to knock a few dollars off Anna’s ruffled trench.

Well, I’d have loved to tell you what Bumble and bumble were up to backstage at Guy Laroche, but I can’t.

For some reason, they keep this show on lock down like it’s Marc Jacobs, or this season, Burberry. In March, Britt and I had valid backstage all-access passes with our names printed on them and the man in charge still kept trying to kick us out. Even when we sat down for the show - in our seats - he shot evil looks until the lights went down.

And I can’t, after all of that, even remember what last season’s collection looked like. But I do remember that someone from Vogue UK was in attendance. This time around, I was the only person from a big publication. And who the hell am I?

Pretty Babies: Chanel and Jourdan are on the new Teen Vogue cover, looking beyond adorable. Yay! And the mag put together some of their most fabulous runway moments. {Teen Vogue}

It’s Official: Renzo Rossi finally confirms the long-believed rumor that Martin Margiela is not designing for the Maison. Apparently he’s “here but not here” which sounds to have just the right amount of mystery. {Vogue UK}

Back in Plaid: These shoes mark the return of the Burberry plaid. Are you ready for it, or is it still too soon for you? {Nylon}

The Season of the Nail: We haven’t seen this much chatter about nails in quite a few seasons. But we like it, because what’s easier or more fun to change than your nails. Plus for all you West Coasters there’s a rundown of great mani/pedi places in LA, including one of my personal faves, Recess. {LA Times}

Wearing socks with sandals is usually listed near the top of any fashion don’t list.

Last fall, everyone welcomed tights with open toes. But it looks like spring’s headed in an even less practical direction pairing socks, whether ankle or knee high, with your favorite sandals. You can do it with platform wedges a la Topshop or Burberry, flats like Marni, shoe booties like Wang and Charles Anastase or studded party shoes like Louise Goldin.

Marc’s fall 06 show was the last time we even considered trying this (though alas, we aren’t Karen Elson), but we’re still not sure about its resurgence for spring.

Everyone’s doing it.

Louis Vuitton just announced that they’ll hop on the live stream bandwagon and broadcast their SS10 show, too.

Burberry did it in their stores, Dolce and Gabanna (and D&G) did it online, but ever the exclusive ones, Louis Vuitton will broadcast it on their Facebook page only. The show will stay up for just twenty-four hours and then slideshows will have to satisfy you.

So pencil in ten minutes in front of a computer next Wednesday, October 7th at 2:30pm in Paris which means 8:30am in New York or way too early in California. And don’t forget the night before, Alexander McQueen’s broadcasting his show, called “Plato Atlantis” at 8:30pm Paris time (which you can translate accordingly).

It all makes the hurt of not actually being in Paris slightly more bearable.

“But the conspicuousness of the pattern also means that the company has little control over how it is seen, or on whom.”—Lauren Collins in her New Yorker profile on Christopher Bailey, in reference to Sarah Palin and her Burberry scarves.

In Vogue: We’re a sucker for epic young Hollywood portfolios in any magazine, but Teen Vogue’s is always styled best and has the most fashion - this time around that includes Alia Shawkat, maybe better known as Maeby Fünke, who happens to be co-hosting Rachel Antonoff’s SS10 presentation. {TeenVogue}

London Bound: Christopher Bailey talks to Hilary Alexander about what it means to show Burberry in London and how he may seem laid back, but is actually “very German” in his methods. {Telegraph}

Play Catch Up: Richard Nicoll tells Grazia about the calm before the Fashion Week storm. He doesn’t believe in guilty pleasures, just pleasure. As if we needed more reasons to adore him. {Grazia}

Lily Allen’s landed the cover of ELLE UK’s October issue in honor of the 25th anniversary of London Fashion Week.

They’ve put her in a blond wig and custom outfits by Brit designers including Richard Nicoll, Stella McCartney, Burberry and Giles. The crystallized, body con Louise Goldin’s her favorite.

In this behind the scenes video, which also features photographer Rankin talking about how “uber-cool” Lily is, she says she’s never really been into the whole Kate Moss, Sienna Miller thing and jokingly claims Alexa Chung’s her London Style Icon.

It’s the graphic rock star make-up we really couldn’t take our eyes off of though.

Jonathan Saunders will join his Brit friends at London Fashion Week this September.

He, like Burberry, Pringle and Matthew Williamson before him, will return to the UK in honor of the British Fashion Council’s 25th anniversary after showing in New York for the past couple of years.

The BFC’s averaging about one glorious return per week and considering LFW doesn’t start until September there’s room for about twelve more to change their mind.

Between this, the recession and the move from the Natural History Museum to Somerset House we’re expecting major changes for fall - here’s hoping the BFC’s grand celebrations make for one serious week long party.

News of the World, one of those super reputable British papers, is reporting that Emma Watson’s designing her own line of clothes.

For teenagers of course, with all profits going toward UNICEF and with advice from Karl Lagerfeld.

So basically that’s not true.

But since signing on as the face of Burberry we’ve heard more than one whisper she’ll design a range for the British label. Probably accessories and probably not targeted at teenagers since well, Burberry couldn’t be less teenager-y.

Emma’s clearly had the fashion bug since she started wearing Chanel couture to her premieres at eleven and while we bitch and moan about celebrity lines like it’s our job (is it?), we might not mind seeing what the Harry Potter star comes up with - especially with Christopher Bailey at the creative helm.

Emma Watson has emerged as quite the young fashion star—from wearing Rodarte and hanging with Daphne Guinness to shooting with Mario Testino for the new Burberry ads that will break in August magazines, where she looks like the picture of youthful sophistication.

And with each move, we love her more and more.

Now, if only we could groom our young American stars to grow up in the spotlight with as much style and grace as the girl best known as Hermione. We suppose Dakota Fanning is holding her own, but other examples elude us.

Christopher Bailey said of Emma, “Her charm, intellect and brilliant sense of fun made the whole shoot feel like a picnic on the Thames.” We can hardly imagine any designer saying the same of one of our teen queens.

London Fashion Week has added another show to its lineup. Pringle of Scotland (who have been showing in Milan) will join Matthew Williamson and Burberry back in the UK to celebrate the 25th anniversary of the British Fashion Council and the company’s own 195th birthday.

And it sounds like they may be staying put at LFW as part of a new direction for the company.

We’re looking forward to seeing this “more sensual, feminine” look in the newest ads, shot by Fabien Baron and starring Karlie and Mark Cox.

“It felt like the time for a new approach, and we wanted to bring in a different mood — one of sensuality and delicacy, with sultry undertones,” Creative Director Claire Waight Keller told WWD.

As long as they keep making those yummy knits, we think this all sounds fantastic.

London Fashion Week is the best fashion week.

It might not boast Paris’ decadent runways or New York’s celebrity quotient, but it is the most fun, the most fashion loving week of the three. Britons who love fashion, love fashion and their outfits alone are worth the trip. The outrageous runway collections are just the icing on the cake. And because it is so small, the major designers so few, the whole thing runs like summer camp - no hierarchy, no condescension - it’s all about the clothes.

But this morning, Matthew Williamson announced that he, too, was headed home for the Spring Summer 2010 collections, just a week after Burberry announced the same. This means that London Fashion Week is bound to revert to a proper Fashion Week with the attendance of major editors who usually skip it and the front row celebrities that accompany Bailey and Williamson everywhere.

Of course, London must be thrilled for two of their greatest exports to return home and we can’t wait for the grand celebrations of the British Fashion Council’s 25th Anniversary.

But really, if next week’s press release says Stella or McQueen, we’ll be shocked.

It was raining yesterday, just in case you haven’t heard, which was super appropriate for Burberry day, just in case you haven’t read.

The party in honor of the lighting of the new Burberry sign was held atop the Palace hotel, otherwise known as home to Chuck Bass. Even we had to walk the white carpet, strolling along behind Julia Roitfeld wearing that white Alexander Wang dress (someone should tell Vogue UK it’s not Burberry). Tallulah Harlech rocked red lipstick while waiting for the elevator with Glenn O’Brien and Bendel’s former fashion staff.

We’d been handed a Burberry card at the entrance and showed it at the foot of the stairs, in the elevator, outside the elevator, to walk up the stairs, and finally to enter the penthouse where Alexa Chung dj’d in the same grey shift Hilary Rhoda wore - but with a vintage belt and chunky boots, of course. The band on stage, One Night Only, looked like they stepped out of a Burberry ad (complete with red guitar) especially with Lily Donaldson and Hugh Dancy standing stageside.

That’s about when we got trampled by Orlando Bloom and a ridiculously handsome hockey player who was not Sean Avery, which was also when they ran out of champagne and we ran home to finish Say Anything.

Put This In Your Pipe & Smoke It: Malin & Goetz have made a cannabis candle. Meanwhile, Abby just told me that Anna Wintour once disappeared with Bob Marley for a spell way back when. {Nylon}

Thirty Days Hath September: Someone at the Daily (someone lucky) got a hold of The September Issue and posted a play by play. Then it came down due to a glitch, but not before someone else re-posted the best bits! {Fashionologie}

Italian Woman: Lenny Kravitz & Donatella talk shoulders, Zoe, models and Gianni. {Interview}

I Heart New York: Jane from Sea of Shoes posted pictures of her trip to NYC, including a to-die-for sequined biker jacket her mom picked up, minus Vogue of course. {SeaofShoes}

The 37th Annual Lighthouse International sale starts a week from today.

So just in case you planned on shopping this weekend, we’d suggest saving a few bucks for the charity - Jason Wu, Christian Lacroix, Alexander McQueen, Burberry, DVF, Hermes, Lanvin, Marc Jacobs, Prada, YSL, Zac Posen, and pretty much everyone else has donated to the sale. There’s a Chanel tweed jacket for $150, a wool Stella coat for $350, a $300 Marchesa gown and even a Dior wedding dress.

There are samples, vintage and slightly worn pieces from more recent runways - including Kim Cattrall’s green Jimmy Choos or her gold Valentinos at left.

The sale takes place at 110 East 60th Street between Park and Lex from Thursday, May 14 to Saturday, May 16, 11am to 7pm and Sunday May 17th from 11am to 5pm. A one day pass is only $10, four days is $30 and you can buy tickets here.

Nothing like Chanel for a cause.

Heart Chloe: Reports filtering in that 30% will be knocked off almost all of uptown Bloomingdale’s Chloe handbags May 6th & 7th. {Racked}

Get Me to the Church On Time: Marc & Lorenzo set a summer date up north. Also, they’re taking Madonna, Victoria Beckham, Anne Hathaway, Winona Ryder, Rachel Feinstein, John Currin and Rihanna to the ball. {FWD}

Still Going: Natalie Portman’s new site, MakingOf, has yet another info with The September Issue’s director, R.J. Cutler. He describes Anna as “closed.” {MakingOf}

Despite the overwhelming presence of shoppers in London, no, retail is not thriving.

Unless of course you’re offering product at 70% off or you’re Burberry and the Chinese, Russian, Indian and Turkish markets just can’t get enough of you. Either way, London shoppers simply cannot be relied upon.

But thanks to Burberry’s brilliant marketing, rebranding (its success story will be a case course at Harvard’s Business School next year) and Christopher Bailey, the old British standard’s opening brand new headquarters just yards from Westminster Abbey.

A company spokesperson gave us a private tour of the 160,000 square feet design wonder. The dark, symmetrical space, designed by Bailey, holds over 800 employees and is polished off with black chrome, grey marble and glass block floor bridges among superb lighting.

It is, of course, achingly hip and even the cafeteria felt more like the latest cafe for cool kids than a canteen. Though of course, when Bailey himself popped past to grab a cup of coffee, we lost all our own cool.

—CHARLEY B.