Burberry gives it some welly for its new summer campaign
Carefully curated celebrity cameos and British behaviour are two things Burberry consistently nails. Unsurprisingly, then, we were fans of its latest festival-themed campaign.
In celebration of Britain’s storied festival culture, Burberry has unveiled its Summer 2025 Festival Campaign, fusing music, fashion, and ‘90s nostalgia to capture the energy of the UK’s summer music scene.
The campaign, directed by Kim Gehrig and photographed by Drew Vickers, plays on Burberry’s heritage, with a multi-generational cast of music and fashion icons headlined by Oasis legend Liam Gallagher, drum and bass pioneer Goldie, and style mavens Cara Delevingne and Alexa Chung.
The ‘Burberry Festival’ campaign is an ode to the muddy fields, pulsing sound systems, and eclectic style of British festivals, evoking the spirit of the 1990s when Britpop and jungle ruled the airwaves.
Described as a “collage of candid moments”, the campaign blends short films and vivid portraits set against festival backdrops. Think plywood stages, rain-soaked grounds, and towering speakers.
The soundtrack, Liquid’s 1991 breakbeat anthem ‘Sweet Harmony’, pulses through the films, grounding the campaign in nostalgia while celebrating today’s vibrant scene.
Liam Gallagher, a Burberry stalwart, fronts the campaign in his own archival SS18 parka by Christopher Bailey, set for a limited reissue in July 2025. He’s joined by his children, Lennon, Gene, and Molly Moorish-Gallagher.
We were also hyped to see Goldie, a UK music icon, appear too, alongside rising stars like Loyle Carner, Chy Cartier, John Glacier, and Stray Kids’ Seungmin. More familiar faces include Cara Delevingne and Alexa Chung, who embody the campaign’s mix of streetwear grit and high-fashion polish.
Our take
There are a lot of tickboxes neatly filled in by this campaign. Once again evoking a very-British pastime (fishing, shooting, and farming have featured in previous outings), the festival now gets its time to shine, and Burberry’s outdoor apparel seems fitting in this weather-agnostic context.
Given the more boujee bent of many outdoor gatherings nowadays, high fashion doesn’t seem out of keeping in the ads, although I’d argue it would have done in the 1990s. Yet, by blending nostalgia with a few fresher faces, Burberry is able to embrace its heyday while not alienating modern audiences.
On the subject of celebrity, Burberry always curates its choices well, this time knowingly embracing edgier, yet still nationally beloved, faces.
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