Reclaiming the street: why Burberry’s campaign got it right

In 2023, Burberry did something unexpected, says Imagination's creative director, Lisa Riordan.

Instead of placing itself in the polished, aspirational spaces typically associated with luxury, it stepped directly into the rhythm of everyday London life. The “Burberry Streets” campaign marked a decisive shift for the brand. Not just in creative direction under Daniel Lee, but in how the brand chose to connect with its audience, and for me, that’s what made it so compelling.

What stood out most was Burberry’s willingness to move away from the traditional model of luxury advertising.

Rather than asking consumers to step into its world, the brand embedded itself into theirs. 

From café takeovers and London Underground placements, to a Burberry food truck and even branded taxis, the campaign came alive in a way that felt playful and relevant. It wasn’t positioned above the city on high-rise billboards; it was woven directly into the fabric of London.

This reinvention of how luxury brands show up for audiences is what gave the campaign greater impact. 

Traditionally, high-end brands have relied on aspiration alone, but “Burberry Streets” prized accessibility instead.

Of all these elements, I found the taxis delivered the most impact. Moving through the city, they gave Burberry constant visibility. Yet the Norman’s Café takeover offered consumers something deeper. It created a moment of pause and a space where people could engage with the brand on a more intimate level. This combination of high-visibility and meaningful interaction was the key to the success of the campaign. One captured attention whilst the other built connection.

At its core, “Burberry Streets” was about reclaiming and celebrating Britishness.

The luxury fashion market is becoming more globalised, and Burberry understood the need for the brand to reconnect with its heritage, not just as a nostalgic gesture but as a strategic one. 

By leaning into the brand’s British roots and using everyday cultural touchpoints, Burberry was able to take ownership of its narrative. That sense of authenticity gave the campaign increased credibility and allowed it to truly differentiate from other luxury fashion brands, which often rely on more generic, globalised messaging.

This idea of leaning into your heritage should not be underestimated by brands. 

It builds trust and adds depth, creating a point of difference in a saturated market. For Burberry, Britishness isn’t just an aesthetic; it’s a foundation, and this campaign demonstrated how effective it can be as a marketing tactic for brands to return to their roots.

This campaign offers important lessons for the wider industry. For years, luxury brands have relied on glossy magazines, high-fashion editorials and large-scale billboards. While these traditional channels do still offer value, they no longer guarantee relevance in the way they once did. Audiences today expect connection through experiences that are personal and shareable, particularly with the continued rise of social media.

In-person activations like “Burberry Streets” offer people moments that naturally extend into digital spaces. 

They allow brands to reach a wider audience, maintain a sense of real-world connection and create cultural moments that can be shared again and again.

Ultimately, “Burberry Streets” demonstrated that luxury can exist in everyday spaces without losing its prestige. Campaigns like “Burberry Streets” demonstrate that the future of luxury lies not in cold aspiration, but in meaningful, authentic connection.