BURBERRY has been a pioneer of British outerwear ever since it was founded in 1856, and the brand continues to protect people, stylishly, from the elements.
Anchored by purpose, functionality, adventure, and craftsmanship, Burberry has evolved its signature outerwear this season, and the collection has been been captured in a cinematic campaign and film, which runs alongside IRL celebrations in the form of global pop-ups, window displays, in-store activations, as well as a joyful illustration taken from its ’70s archive.
Entitled, ‘It’s Always Burberry Weather,’ a slogan taken from the Burberry archive, it nods to heritage, robust elements, and the unpredictable nature of British weather, offering seven reimagined styles: the trench, the Harrington, the quilt, the puffer, the parka, the aviator and the duffle.
Shot across London and the British countryside by Alasdair McLellan and directed by duo rubberband, the campaign comprises a series of warm vignettes and portraits, featuring plenty of familiar faces from the realms of music, film, fashion and football: cue Brand Ambassadors including BAFTA Award-winning actor Barry Keoghan and actor Zhang Jingyi, Cara Delevingne, England footballers Cole Palmer and Eberechi Eze, BRIT Award-winning musician Little Simz, and Academy Award-winning actor and Norfolker, Olivia Colman.
“Burberry is about protection, functionality and 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,” says Daniel Lee, Chief Creative Officer, Burberry.
At the heart of the campaign is the trench, of course, which has evolved with new B-shaped hardware and exaggerated gun flaps for added protection from the rain, plus the The Harrington casual jacket, a symbol of British subculture, donning the Burberry Check (it’s been used to line the brand’s rainwear since the 1920s).
It wouldn’t be autumn without the quilt – a favoured countryside style, and and the reversible puffer that’s a solid colour one side, and the Burberry check on the other.
Explorers such as Sir Ernest Shackleton wore Burberry gabardine for protection, and a parka is reinterpreted in cotton twill with a faux fur trimmed hood, while the aviator, which has outfitted aviators since the early 20th century, has been updated in lamb shearling. For further heritage nods, the duffle, a style originally worn by the British Royal Navy, offers ultimate cosiness thanks to the wool and cashmere, and has wooden toggles carved with a B shield – a new logo motif from the Equestrian Knight Design.
by Felicity Carter
‘It’s Always Burberry Weather’ is now available via burberry.com.