British fashion house Burberry unveiled ’Twas The Knight Before…, a new holiday campaign shaped by Chief Creative Officer Daniel Lee. The film, directed by John Madden, takes place inside a London townhouse where Ab Fab star Jennifer Saunders hosts a gathering that brings together names from film, fashion and sport. Naomi Campbell, Ncuti Gatwa, Rosie Huntington-Whiteley and Son Heung-min arrive one by one, turning the party preparations into a playful portrait of gift-giving, anticipation and Burberry outerwear.
HOLIDAY SEASON
Saunders sets the tone in the Heath quilted cape in walrus brown and hemlock beige, built with a corduroy collar, detachable shearling trim and a shield-shaped throat latch. Campbell enters in the Trerose trench coat in tundra beige, cut from water-resistant fabric with a bow-detailed collar and antique hardware. Gatwa wears a marsh green trench finished with leather-wrapped B buckles and Burberry Check lining, while Huntington-Whiteley appears in the short Fitzrovia trench, made in Castleford with a fuller skirt and domed metal buttons engraved with the crest and unicorns. Son Heung-min layers the Harrogate duffle coat in scout green, striped like a blanket, with a cotton Harrington jacket embroidered with an Equestrian Knight.
The campaign introduces a wider gifting edit built around outerwear, signature bags and accessories. The Bloomsbury tote and Highlands backpack lead the selection, joined by cashmere scarves, childrenswear knits and the house fragrances Burberry Goddess and Burberry Hero. Personalisation plays a central role this season, with complimentary monogramming available on check scarves and cashmere sweaters. Customers can add up to five initials or icons in their chosen thread colour, with new embroideries expanding the custom options.
In stores, the holiday windows reference the Equestrian Knight through animated vignettes that pair heritage motifs with seasonal imagery. Scarf Bars return with expanded colour and texture options, reinforcing the signature status of the check scarf.
Burberry connects the campaign to two major retail activations. In London, the brand partners with Claridge’s, where Daniel Lee designs the 2025 Christmas tree using fabrics and hardware from the Burberry archive. A limited bauble featuring Claridge’s Bell Boy Teddy Bear in Burberry Check marks the collaboration, while the hotel’s doormen wear Burberry scarves and a dedicated pop-up appears on the ground floor. In New York, Bloomingdale’s 59th Street hosts a holiday cottage-style pop-up featuring exclusive products and teddy bears in Burberry Check. The building façade will be wrapped in a giant check scarf for the annual lighting ceremony.
The campaign credits include creative direction by Daniel Lee, artistic direction by Lane & Associates, direction by John Madden, photography by Angelo Pennetta, and set design by Max Bellhouse.
