Burberry’s Love Letter to London: Inside the Campaign Redefining British Fashion

• Burberry has launched its “London in Love” campaign, spotlighting diverse city life, creative culture, and emotional intimacy across print, digital, and physical activations.
• With creative direction from Daniel Lee, the brand is leaning into British identity while experimenting with new visual storytelling across retail and editorial formats.

I walked past the Burberry store on Regent Street last week, and I wasn’t looking for anything in particular—but then something pulled me back. Across the glass window, scrawled like a love note lit up in neon, were the words “London in Love”.

A few days later, I started seeing the same phrase everywhere. On my feed. On my explore page. In short videos and stills. Couples riding bikes, a crowd spilling out of a gig, someone kissing someone else in the warmth of a Tube station. At first, I didn’t even realise it was a campaign.

That’s the point.

Burberry’s newest release, “London in Love”, doesn’t shout. It doesn’t announce itself with logos or runway theatrics. It speaks softly, through people and places. It invites you in.

What Is “London in Love”?

“London in Love” is the latest chapter in Burberry’s evolving visual identity. Released on 12 February 2025 as part of the brand’s “It’s Always Burberry Weather” Summer 2025 series, the campaign is guided by creative director Daniel Lee and photographed by Drew Vickers.

It leans away from showcasing clothing as isolated objects and instead integrates them naturally into fleeting moments of urban intimacy. You don’t see models posing in traditional luxury. You see real people—friends, couples, strangers—caught in everyday London: in drizzle, in headlights, in quiet corners.

What you do see, subtly, is the clothing. Trench coats, scarves, and tailoring. All recognisably Burberry. But never centre-stage. It’s a campaign where the emotion is the frame.

Why Does It Matter?

Burberry’s identity has been a conversation point for years. A brand with deep heritage often faces the challenge of remaining relevant without compromising what it stands for.

Daniel Lee has been tasked with steering the ship forward while anchoring it to something unmistakably British. That’s why this campaign feels like more than just seasonal content. It’s a directional signal.

“London in Love” places Burberry back inside the city it so often references but sometimes forgets to walk through. It reframes the brand’s symbols—not as nostalgic callbacks but as current expressions.

What does a trench coat mean on a wet London morning between two friends saying goodbye? What does a scarf mean when it’s being shared between two people rushing out of a gallery? These are the questions the campaign answers with images, not slogans.

It’s not just fashion. It’s context.

Where You’ll See It

The campaign is unfolding across major Burberry windows—London, Paris, New York—featuring handwritten lines from the campaign woven through the displays. You’ll find it in print spreads across i-D, The Face, and Vogue UK. It’s also rolled out on TikTok, Instagram, and YouTube Shorts, with videos and behind-the-scenes clips interspersed with user-style content.

Burberry has tied the launch into its physical retail strategy, with flagship stores mirroring the aesthetic of the campaign through visual installations, playlists, and even local community events. Pop-ups and co-hosted events with cultural venues make the campaign feel more like a happening than a rollout.

This is fashion retail as storytelling—playing out across touchpoints you visit, swipe, and stroll through.

A Focus on the UK, With Global Implications

While this campaign is globally visible, it is unapologetically London-first. This is strategic. London remains Burberry’s home base, and by doubling down on the specifics of the city—its weather, its intimacy, its contradictions—the brand creates a universal language through local specificity.

UK shoppers are offered something that feels grounded in real geography. The double-decker buses, the backlit estates, the grey skies—they’re not backdrops. They’re lead actors.

And for international viewers, the campaign provides a lens into contemporary British life: cool, quiet, and human. A version of Britain that feels more felt than filtered.

How the Clothes Function in the Story

What’s striking about “London in Love” is how little the campaign feels like it’s selling clothes, even though it clearly is.

You’ll see trench coats, of course. They’re there. But they appear the way you’d see them on a Sunday market run or under club lights. The styling is casual, even unstyled in moments—tailoring with trainers, scarves layered without perfection, hints of denim and personal accessories.

This is key. It suggests Burberry isn’t dictating how you should wear its pieces. It’s observing how you already do.

In an age where personal style is more public and plural than ever, that observation carries weight. It reflects a sense of belonging, not just aspiration.

Early Impact

Within two weeks of the campaign’s launch, Burberry had already crossed 12 million TikTok views related to “London in Love”. Retail stores across key UK locations recorded a 9% increase in footfall compared to the same period last year.

Fashion media has responded favourably. Commentary from Dazed, Highsnobiety, and Vogue focused on how the brand has found a new register—subtle, emotional, connected to place and people rather than constructed fantasy.

While financial data will surface later in the quarter, early metrics suggest this shift in tone is resonating.

What Other Brands Might Take Away

There’s something to be said about scale here. Burberry didn’t need a stunt to get attention. It used proximity. Familiar scenes. Honest connections.

For brand leaders and marketing teams, the message is simple: story before spectacle. Meaning before noise.

It also reaffirms that local campaigns, when deeply felt, can resonate globally.

You don’t need to invent a fantasy world to sell fashion. Sometimes, you just need to pay attention to the one people are already living in.