Burberry, a name synonymous with British outerwear since 1856, has launched its latest campaign, “It’s Always Burberry Weather.” This initiative celebrates the brand’s rich legacy of crafting functional yet stylish garments that protect against the elements. With over 165 years of innovation, Burberry continues to set the standard for outerwear, blending practicality with a timeless aesthetic that appeals to modern consumers.
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The “It’s Always Burberry Weather” campaign features an array of engaging elements, including a cinematic experience, global pop-ups, and eye-catching window displays. The campaign also revives a notable slogan from the brand’s archives that highlights the resilience of its designs against the unpredictable British weather. Central to the campaign are seven updated styles: the trench coat, Harrington jacket, quilt, puffer, parka, aviator, and duffle, each reimagined to reflect contemporary tastes while honoring Burberry’s heritage.
This new campaign comes to life through a series of light-hearted vignettes filmed in iconic locations across London and the scenic British countryside. Featuring a diverse ensemble of ambassadors, including Academy Award-winning actress Olivia Colman, BAFTA Award-winning actor Barry Keoghan, actress Zhang Jingyi, model Cara Delevingne, and British football stars Cole Palmer and Eberechi Eze, the campaign showcases Burberry’s ability to blend tradition with modernity.
A highlight of the campaign is the revival of “The Shelter,” an illustration from Burberry’s archive that captures the essence of the brand’s commitment to protection. Depicting a man and woman standing back-to-back with two dogs, this iconic artwork will be featured prominently across social media platforms, in-store displays, and various advertising formats, reinforcing Burberry’s dedication to its core values.
In-store experiences will transport customers to the great outdoors, with elaborate displays inspired by British landscapes. These installations aim to reflect Burberry’s adventurous spirit and expertise in textile craftsmanship. The campaign will also showcase archival posters alongside contemporary visuals, creating a dialogue between Burberry’s storied past and its current direction. Selected locations will feature replicas of iconic outerwear pieces, such as the Tielocken coat and the Shackleton outfit, allowing customers to appreciate the rich history behind Burberry’s signature styles.
According to Daniel Lee, Burberry’s Chief Creative Officer, the brand’s ethos revolves around protection, functionality, and a deep connection to the outdoors. “We are always inspired by our archive and the innovation and creativity of the brand. The campaign promotes the house’s silhouettes: protective and enduring.” The revamped trench coat, with its new B-shaped hardware and enhanced gun flaps, exemplifies this philosophy, while the Harrington jacket honors British subculture with its water-repellent fabric.
i love burberry, this is gorgeous! very xmasy hehe