Focusing on heritage, Burberry has launched a new campaign focusing on the durability of the brand’s garments.

Entitled ‘It’s Always Burberry Weather,’ a slogan taken from the Burberry archive, the campaign features seven key styles including, the trench, the Harrington, the quilt, the puffer, the parka, the aviator and the duffle.

The brand’s first since the appointment of Joshua Shulman, as the new CEO, the campaign focuses on heritage and humor as a part of its future strategy. It has been shot across London and the British countryside by Alasdair McLellan.

Comprising a series of drole and charming vignettes and portraits, the campaign plays on a familiar British iconography and outdoor activity but unexpectedly and with a sense of humor. It features Academy Award- winning actor Olivia Colman in a forest green quilt jacket with plaid lining, standing among a group of sheep and before a foam green Range Rover.

  With attired in a juniper green plaid purffer, Barry Koeghan, Brand Ambassador and BAFTA Award-winning Actor, plays on his sensitively gritty character by peeping warily over his forearm.

Daniel Lee, Chief Creative Officer, Burberry, says, the campaign highlights the brand’s commitment to protection, functionality, and the outdoors, drawing inspiration from Burberry's archives. It features two of England's rising football stars, Cole Palmer and Eberechi Eze, in playful fishing scenes. Palmer dons a brown duffle coat with a B shield toggle, while Eze sports a windcheater Harrington.

  The cast also includes model Cara Delevingne, posing in front of Big Ben in a suede aviator jacket, actor Zhang Jingyi in a classic Burberry spy-trench, and BRIT Award-winner Simz in a short beige Harrington jacket.

 This all-encompassing campaign will be promoted through cinema ads, global pop-ups, window displays, and in-store activations, underscoring Burberry’s heritage while reinvigorating its contemporary appeal.