Here’s a question for all of you fashion aficionados: how do you make a brand feel on-trend when it is so deeply rooted in its DNA?
When you ask people what comes to mind when you say “Burberry,” they will most likely answer with one of three words: British, Trenchcoat, Checks.
Imagine how hard it must be to come out with a collection that offers the audience something a little different each season - a proposition that keeps the brand pillars intact while also being trend relevant.
The show took place on the Kensington Palace grounds, which reminded us how deeply Britishness is tied to the brand. But what really struck me was the front row line-up—from Twiggy to Elton John, Skepta, and Rains Spencer (team Rains!). That mix of youth culture made everything Burberry look really, really good. I felt like I was reliving a Christopher Bailey moment, where the best ambassadors were the variety of cool British people. The show infused the Brit essence we’ve been missing at Burberry for a couple of years.
Last season, Daniel Lee reset the foundations with outerwear, earthy hues, rich materials, and a mature, serious casting. It was a beautiful show—not trend-breaking, but perhaps exactly what the audience wanted for the brand at that moment.
This season, the brand felt fresher, daring a little more—breaking codes and twisting the classics into a punkier era. Black Sabbath blasted through the sky-and-earth-themed tent, and the first two looks were anything but conservative: waterproof, waxed, colored trench-coats—a rework of the Burberry totem in an edgy, 60s way that you could already imagine on Sir Elton John, or Poppy Delevingne. Different vibes waving the British flag up high!
The fringed leather coats were great (Tagwalk’s data this season already has fringes +93%), the metallic mesh dress was the epitome of Brit cool, and the Gallagher-style men looked like they had just slipped out of a rock band straight onto the runway.
The crochet pieces were a different story for me, although the 70s bohemian vibe was obvious.
It’s been a long road for Burberry, but this season really felt like a Christopher Bailey-era moment infused by Daniel Lee's touch, where the crowd owned the checks and the runway delivered a true style proposition instead of just classic pieces—which means Burberry is getting more and more aligned with other luxury brands.
