A new summer rom-com inspired version of the ad campaign “that saved Burberry” is unveiled today with a cast of A-list stars including Kate Winslet, Nicholas Hoult, Aimee Lou Wood, and Naomi Campbell celebrating the joys of London in the rain.
The fashion label’s summer 2025 campaign of seven short films, titled ‘It’s Always Burberry Weather: London in Love’ draws from the rom-coms of the 1990s and early Noughties such as Love Actually and is The Holiday and is described as an “urban fairytale of love, life and the rain.”
Other stars appearing include Aimee Lou Wood, Chen Kun, Jodie Turner-Smith, Michael Ward, Richard E. Grant, Son Sukku and models David Gandy and Liu Wen.
The ads start with the actors and model enjoying sunshine on the streets and parks of London before the heavens open and the signature trench coats are put on and Burberry check umbrellas unfurled as protection against the showers.
In one video the Oscar winning star of The Holiday is heard discussing a move away from London on the phone before she admits “I’d miss the rain” as the skies darken.
Josh Schulman, Burberry’s CEO said; “Our Summer 2025 campaign is a joyous celebration of our original purpose – to create clothing that protects people from the weather. It showcases the innovation and craftsmanship that defines Burberry as the ultimate trench and rainwear destination.”
Daniel Lee, Burberry's chief creative officer, : “A Burberry love story comes to life through the cinematic lens of this campaign. It’s about humour, optimism and, of course, the unpredictability of our great British weather.”
The original version of the campaign campaign, launched last October, starred Olivia Colman, Barry Keoghan, Cole Palmer and was the most high profile element of a turnaround plan after the luxury brand fell into heavy losses. But figures revealed last month showed revenues falling by less than expected with the campaign credited with an improvement in the image and reputation of the brand.
The shares are up more than 70% since last Autumn.
As well as the ad campaign, Burberry is launching new window displays and in-store activations “curated to reflect the joyful essence of summertime in London” with delicate clusters of wisteria and pastel blossoms.
The Burberry trench was created by Thomas Burberry in 1879 from still woven at the Burberry Mill in Keighley, Yorkshire.
