The Wearing of the Red: The Redcoat and the British Brand

Abstract

As a concept, the idea of product branding offers insights into the history of uniform in Britain. The creation of a brand, by which a product is understood and recognised by its name, fits the cultural history of the red coat, that part of his uniform by which the British infantryman was known for over three hundred years. While the earliest references to the redcoat in this context occur in the sixteenth century, it is really from the eighteenth century onwards that the term becomes widely employed to denote the soldier. However, a review of royal portraiture in Britain from the late seventeenth century onwards also reveals that monarchs used the red coat as a way of uniting the ideals of patriotism with the monarch — a device that was particularly important for the Hanoverian dynasty. Both literature and the visual arts helped identify the red coat as a synonym for the soldier. Numerous references may be adduced, from Jane Austen writing of polite society, to Rudyard Kipling's Tommy. Lady Elizabeth Butler was perhaps the most famous artist to depict red-coated heroes in battles, which marked the defence or development of the Empire.