London: Burberry’s new campaign, “It’s Always Burberry Weather: London in Love,” features stars like Kate Winslet and Richard E. Grant celebrating the charm of British rain. The campaign includes short films and enhances Burberry’s legacy while echoing contemporary trends in fashion.
Burberry has launched a summer 2025 campaign that embraces the quirks and charm of British weather, featuring a selection of prominent names including Kate Winslet, Nicholas Hoult, and Jodie Turner-Smith. The campaign, entitled “It’s Always Burberry Weather: London in Love,” was unveiled on the Wednesday preceding Valentine’s Day, and consists of seven short films accompanied by a series of still images.
The campaign creatively showcases the inevitable rain of London, with Winslet, for instance, walking along a street reminiscent of the picturesque neighbourhoods seen in films like “Paddington,” “Notting Hill,” and “Love Actually.” At one point, she muses about the prospect of a house exchange, ultimately declaring her love for London’s rainy weather: “I’d miss the rain,” she asserts while using her Burberry check umbrella during a sudden downpour.
Daniel Lee, Burberry’s creative director, articulated the campaign’s essence, stating, “It’s about humor, optimism and, of course, the unpredictability of our great British weather.” Matthew Schulman, the chief executive officer of Burberry, echoed this sentiment, describing the campaign as a celebration of British wit and style. “It celebrates uniquely British wit and style, and the serendipity that anything is possible in a Burberry trench,” he remarked.
In addition to Winslet, fellow British celebrity Richard E. Grant is featured in the campaign, showcasing his own Burberry check umbrella, which he uses to shield his dog, named Thomas in homage to the company’s founder, Thomas Burberry. The campaign is further enriched by model Naomi Campbell, who shares a cab with a knight in full armour, cleverly alluding to Burberry’s historic Prorsum logo.
Burberry’s strategies under Schulman have resulted in promising sales figures, particularly noted during the critical holiday trading period. Schulman believes there is significant opportunity for growth in Burberry’s core outerwear and scarf categories, which have seen increased demand recently.
The iconic gabardine trench coat remains the focal point of the campaign, a product that dates back to 1879 and is renowned for being shower-resistant and lightweight. The films, reflecting the romantic comedies of the late 1990s and early 2000s, feature various interpretations of the trench, in addition to presenting new designs by Lee, including items from his spring 2025 collection.
The summer campaign will also see Burberry implement themed window displays and in-store experiences that revolve around the trench coat, blending elements of romanticism and nostalgia. Store interiors will be adorned with floral designs and colours that echo the essence of Lee’s latest runway collection, which was previously showcased at the National Theatre in London, further bridging the gap between Burberry’s rich heritage and contemporary fashion.
As Burberry continues to find its footing in the modern fashion landscape, this latest campaign reiterates the brand’s longstanding commitment to celebrating its legacy while also keeping pace with evolving trends in the fashion industry.
Source: Noah Wire Services
