The 'Prorsum' in the label's name means 'forward' in Latin, perhaps explaining why a brand established in 1856 has enjoyed such longevity.
In 2001 relative unknown Christopher Bailey was brought in from Gucci to revitalise its fortunes.
With him came the likes of Kate Moss and Harry Potter actress Emma Watson as muses – all photographed by snapper-to-the-stars Mario Testino.
Now, the fashion house that was once emblematic of country style and Britishness, is also associated with the cool city set.
This isn't just a question of street cred, though. Christopher's success has brought financial rewards with a business worth £1.5 billion a year in turnover.