Burberry celebrates Mother’s Day 2025 with a campaign that combines together heritage, family, and fashion, fronted by supermodel Jerry Hall and her daughters, Lizzy and Georgia May Jagger. Photographed alongside Hall’s grandchildren, Eugene and Dean, the campaign offers a warm portrait of generational style, framed through candid interactions. As the fashion house continues to explore the emotional texture of its identity, this latest campaign positions motherhood as both a personal narrative and a timeless part of Burberry’s visual language.
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The campaign is accompanied by a short film that captures the Jagger-Hall family in moments of laughter, storytelling, and connection. These scenes feel spontaneous, offering viewers a glimpse into the closeness and humor that defines the family dynamic.
Burberry’s visual storytelling is mirrored by a curated collection that blends signature pieces with seasonal updates. The trench coat remains central, presented in both classic and floaty new proportions. Jackets and dresses echo trench elements with subtle detailing, suggesting the brand’s design evolution without stepping away from its roots.
To mark the campaign’s release, Burberry is hosting an exclusive event at the New York Botanical Garden. Surrounded by spring blooms, guests and friends of the house will gather in a space that reflects the campaign’s themes of intimacy.
Alongside apparel, the collection expands into accessories with the debut of the Highlands family of bags. Referencing both the Burberry Check and the new Knight stamp, these bags bring rainwear-inspired finishes into polished silhouettes. The assortment includes totes, crossbody styles, and shoulder bags—each one designed to be functional yet distinctly refined. Pastel-toned silk scarves, cashmere pieces, and capes carry on the soft visual codes of the campaign, while Terrace sneakers and quilted ballerinas round out the offerings with practicality and charm.
By centering a real family with deep fashion lineage, the campaign avoids abstraction and leans into authenticity. Through generations, through garments, and through time, the story it tells is simple: some styles, and some bonds are built to last.
