A Century-Old Burberry Sale Catalogue That Posted Itself

This Burberrys sale catalogue dates from the 1920s, yet its design still feels remarkably modern. Issued for their Grande Vente Annuelle de Soldes, the annual January sale held at their Paris branch, this compact booklet did more than just advertise discounted garments. Ingeniously, it doubled as its own envelope.

Once folded, sealed, and stamped, the catalogue could be sent directly through the post with no need for additional packaging. The recipient's address was handwritten on the outer cover, and a 15 centime French stamp ensured it passed through the postal system. It’s a rare example of fashion ephemera that fuses clever design with practical communication — echoing Burberry’s long-standing emphasis on functional innovation.

The Annual January Sale

Burberrys had been running these winter sales since the early 1900s. By the 1920s, they had become well-established events, providing an opportunity for customers to purchase discontinued lines, unsold stock, or bespoke returns at reduced prices. While open to both men and women, the catalogues, and much of the offering, were clearly skewed toward a male clientele.

Items included trench coats, riding coats, woollen suits, and accessories, often at half their original price. The range was framed as practical and durable, with an emphasis on maximum value and minimum cost. The catalogue makes this strategy clear: "Les prix, à qualité égale, défient toute comparaison." (Prices, for equal quality, defy all comparison.)

Menswear Highlights

Among the standout garments are:

“Le 1918” trench coat in fine gabardine with a transformable collar

“Le Riding Burberry”, with reinforced waterproof panels for horseback wear

“Le Dual Coat”, a reversible raincoat designed for both travel and town

“Complets de Ville” (city suits) and “Complets de Sport” (sporting suits), in ready-to-wear or made-to-measure formats

The catalogue also includes detailed illustrations, pricing, and even a guide on how to take one's own measurements. It reinforces the idea that Burberrys was already operating at the intersection of technical precision and consumer convenience — a century before online shopping made self-measurement a necessity.