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Burberry ushers in trench coat season with latest campaign

Chloe Burney
08 October 2024

As rainclouds drift over London's sky and citygoers are met with bursts of drizzle, there couldn’t be a more perfect time for Burberry to showcase its iconic outerwear in its latest star-studded campaign.

Founded in 1856, Burberry is a pioneer of British outerwear, "committed to protecting people from the elements".

To honour the long-standing heritage of Burberry outerwear and continue to evolve its signature outerwear, the brand is launching an all-encompassing campaign from global pop-ups to window displays and in-store activations. This season's campaign spotlights an archival illustration.

Daniel Lee, Chief Creative Officer at Burberry, said: "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."

‘It’s Always Burberry Weather’, the title of the campaign, is taken from a slogan in the Burberry archive, which references the robust elements of the brand’s garments and the unpredictable British weather. It features seven key styles, reimagined: the trench, the Harrington, the quilt, the puffer, the parka, the aviator and the duffle.

Shot across London and the British countryside, it comprises a series of warm and humorous vignettes and portraits featuring a cast of famous faces from music, film, fashion and football. This includes Barry Keoghan, Cara Delevingne, Cole Palmer and Olivia Colman to name a few.

To further celebrate Burberry’s outerwear heritage, the Shelter, a joyful illustration taken from the Burberry archive, is revived. Used as a brand signifier from the late 1970s until around the early 1990s, the image – a man and woman standing back-to-back with two dogs – celebrates Burberry’s long-standing commitment to protection from the weather.


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