Burke's beauty and taste made her a major trendsetter throughout the 1910s and 20s. As early as 1909, following her Broadway performance in "My Wife" (1909), department stores began carrying the "Billie Burke Dress" with a signature flat collar and lace trim." During this time, much of Burke's on- and off-screen wardrobe was provided by the leading European couturier Lucile (in private life, Lady Duff Gordon), whose New York branch was the fashion Mecca of socialites and entertainment celebrities. Burke reflected on her reputation as "a new kind of actress, carefree, and red-headed, and I had beautiful clothes."