BARBOUR has enlisted a line-up of British talent, including models Edie Campbell and Kit Butler alongside actors Saffron Hocking, Charlie Rowe and Will Gao for Ode to Ayrshire; its Autumn/ Winter 2025 campaign.
Shot against the rugged landscapes of Ayrshire, the ancestral home of the Barbour family, the campaign puts the brand’s exclusive tartan at the centre of the story.
Edie Campbell for Barbour
Saffron Hocking for Barbour
Though the company is synonymous with wax jackets, tartan has been a fixture since founder John Barbour, a Scotsman from Galloway, began lining coats with the pattern. The current Barbour tartan was developed in 1998 by Dame Margaret and Helen Barbour with Kinloch Anderson, the Edinburgh-based tartan specialists, to reflect the family’s Scottish origins.
“Our unique and exclusive tartans represent everything that is special about the Barbour brand,” says Paul Wilkinson, Group Deputy Managing Director.
Kit Butler for Barbour
The new campaign underscores that narrative by pairing the classic check with knitwear, shirts and scarves from the autumn collection, styled on a cast that epitomises contemporary Britishness on screen and runway.
To mark the launch, Barbour will bring its heritage to central London with Tartan: The Barbour Way, a Carnaby Street pop-up exhibition timed with the start of London Fashion Week. Visitors can explore archive pieces and immersive experiences designed to highlight the brand’s Scottish connection.
Will Gao for Barbour
By spotlighting tartan, Barbour reinforces its heritage while signalling its intent to remain part of the broader fashion conversation, bridging its countrywear roots with a modern, style-conscious audience.
by Adina Ilie