In the latest case of luxury brands going online, Burberry launched a new social media site today, aptly named ArtoftheTrench.

Along with casting young starlets like Emma Watson in recent ad campaigns, the British fashion house continues to update its classic image by enlisting photographer Scott Schuman from The Sartorialist -- who also shot Hilary Duff's line for DKNY -- as its first online collaborator.

Last we checked, the site featured Schuman's street style shots of fashionistas in, you guessed it, trench coats. Viewers can comment, share the photos or click a "Like" button to record their preferences.

The site also taps into online networking by allowing Facebook users to post photos and comments about Burberry trench coats.

There's also a cool timeline tracing Burberry's trench back to the early 1900s when founder Thomas Burberry developed the patented weatherproof gabardine which was used for both stylish trenches and mountaineering gear.

Sounds like the perfect marriage of fashion and function.

Still mad for plaid? The British line announced plans to add cosmetics to its stylish offerings.

And if you don't own one of their timeless trenches, check out the below.