Burberry is kicking off summer 2025 with a splash, unveiling its High Summer capsule collection through a new film titled Wish You Were Here and a series of surprise hotel takeovers. The campaign, conceived by Chief Creative Officer Daniel Lee, blends British wit, nostalgia, and sun-drenched playfulness into a seaside fantasy. Alongside the film’s launch, Burberry is extending the experience to immersive activations at The Newt in Somerset and The Standard in Ibiza.
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Wish You Were Here, shot entirely on 35mm film, stars Rosie Huntington-Whiteley and rising tennis star Jack Draper, joined by models Alva Claire and Babacar N’Doye. The film opens with lounging limbs and striped umbrellas, before drifting aboard a yacht cheekily named Check Mate. From melting ice lollies to a lone scuba diver surfacing with no real explanation, the visual narrative is as tongue-in-cheek as it is sun-soaked. “It’s a Burberry celluloid postcard,” says Lee, “an arc of British idiosyncrasies and humour, with factor 50 on.”
Set to the iconic Shipping Forecast theme tune, the film’s melancholic soundtrack contrasts beautifully with the heat and high spirits of the imagery. “We wanted to capture the joy of the British at play,” Lee explains. “A kind of kick-start to the summer. Burberry is a brand for all the seasons, don’t forget.” This seasonal versatility is key to Lee’s evolving Burberry vision, one that anchors heritage in light-hearted self-awareness and modern style.
The High Summer collection itself toes the line between luxury resortwear and a distinctly British sense of casualness. There’s swimwear printed in classic check, shirt dresses that billow just enough in the breeze, and silk pieces adorned with nautical motifs, knots twisted into logos, sailboats that nod to vintage seaside escapism. Footwear ranges from slides to espadrilles, while accessories feature crochet knits and finely woven jacquard bags, perfectly suited to a boardwalk or boat deck.
Elevating the capsule’s launch, Burberry is staging two exclusive hotel takeovers. These activations will allow guests to lounge in custom Burberry cabanas or explore curated spaces, inviting them to experience the brand’s vision of summer.
As Burberry continues to evolve under Daniel Lee’s creative direction, the High Summer capsule signals a clear shift toward narrative-driven fashion experiences. It’s not just about what you wear, but the world you’re invited into.
