LONDON — Ramping up its 170th anniversary celebration, Burberry on Monday rolled out a new global campaign anchored on its signature outerwear and the people who wear it.
Titled “170: The Anniversary Portraits,” the campaign brings together 170 individuals from Burberry’s creative community, friends of the house, street-cast locals and long-standing employees, some of whom have worked with the brand for more than 45 years.
Shot across London, New York, Seoul and Shanghai, the images are meant to demonstrate how different wearers interpret 10 of Burberry’s most recognizable outerwear styles, a category at the heart of chief executive officer Joshua Schulman’s Burberry Forward turnaround strategy.
The styles ranged from the long Kensington and long Waterloo trenchcoats of the heritage collection to the mid-length Camden car coat for men. The trench story is further explored in burgundy napa leather and in long cashmere iterations.
Cashmere also appeared in the mid-length Hastings trench for men and a shearling-collared cape for women. The campaign also spotlighted puffer and quilted styles, including the check Highlands and check Ambleside puffers, and lighter quilted models such as the Rosedale coat and reversible Brighton overshirt.
“For 170 years, our outerwear has adapted to the weather and the way we dress. Each portrait is different, but together they capture individuality and self-expression,” said Daniel Lee, chief creative officer at Burberry, who last week unveiled a collaboration with the legendary British textile designer Celia Birtwell, who shared her vintage happy-face designs and created a whole new bouquet of botanical patterns for the brand’s spring 2027 collection.
Armando Suarez Cobian, a New York-based writer
Photographed by Jack Day, the campaign is framed by streetscapes in each city, underscoring how a shared wardrobe can take on distinct personalities. It is also envisioned as a tribute to “The Art of the Trench,” Burberry’s 2009 digital initiative.
The cast spans art, literature, sport and music, and includes South Korean singer Crush, theater director Jamie Lloyd, model Lila Moss, editor Lisa Love, soccer player Nico O’Reilly, basketball player OG Anunoby, the River Café chef Ruthie Rogers, ballet dancer Tan Yuanyuan, director Xin Shuang and South Korean volleyball player Yeonkoung Kim, alongside Burberry team members around the world, such as Richard Kessell, senior vice president of commercial finance at Burberry, who joined the company as financial controller in 2002, and Dawn Bullingham, who works at the factory in Castleford and has been at the company for 46 years.
Richard Kessell, SVP of commercial finance at Burberry
Courtesy
As part of the wider anniversary push, Burberry is also planning an in-store activation in London.
The brand will open a new pop-up at Harrods in Knightsbridge from Friday to Oct. 28, translating the outerwear narrative of the campaign into an immersive retail experience.
Inspired by the fall 2026 runway show’s set design, the space will come with replicas of Tower Bridge and a London map motif first seen on the catwalk, and offer the 10 outerwear styles featured in the campaign. There will also be the Burberry Scarf Bar, homeware and an exclusive preorder for an embroidered map coat, as well as a photo booth, bespoke London postcards and collectable zines tied to the campaign.
