In the luxury fashion world, few houses balance heritage and modernity quite like Burberry. But with its Fall 2025 campaign, “Back to the City”, the British brand is doing more than showcasing clothes, it’s stitching the energy of London directly into its identity.
The campaign unfolds as both a film and a portrait series, a love letter to the British capital and its residents. Viewers are invited aboard one of the city’s iconic open-top red buses, where Burberry uses this moving vantage point to create an immersive city tour.
The casting underscores Burberry’s evolving creative approach under Chief Creative Officer Daniel Lee. Musician Jimothy Lacoste, internet personality Bemi Orojuogun, better known as TikTok’s “Bus Aunty,” adds a playful, authentic nod to London’s street culture. And models Nora Attal, Rubuen Bilan Carroll, and Libby Bennett, who embody the blend of tradition and modernity that is quintessentially Burberry.
Lee discusses that the campaign is more than a brand activation:
“Think of it as a guided tour of this incredible city. A celebration of its famous skyline, the beautiful buildings and the Londoners who choose to call it home. It’s the personality of its people that makes London feel so unique, something you’ll find woven into the very fabric of Burberry.”
From a marketing perspective, Back to the City is rooted in storytelling. By tethering Burberry’s visual narrative to real streets, real faces, and real culture, the brand deepens its authenticity. It’s not merely “inspired” by London, it’s positioned as part of London’s living, breathing identity.
In an era where luxury brands often lean on abstraction and dreamscapes, Burberry is taking a bolder, more grounded approach: showing its roots, celebrating its home, and reminding the world that in fashion, place can be as powerful a protagonist as the clothes themselves.
Creative Direction: Daniel Lee
Photographer and Filmmaker: Angelo Pennetta
Director of Photography: Errol Rainey
