Burberry Launches New Campaign Celebrating British Royal Style Heritage

In a move that underscores its longstanding ties to British heritage, Burberry has launched its latest outerwear promotional effort, “It’s Always Burberry Weather.” Known for its iconic fashion items that weather the unpredictable British climate, Burberry’s new campaign draws inspiration from Queen Elizabeth II‘s timeless country style.

The campaign, shot by renowned photographer Alasdair McLellan, features actress Olivia Colman, who is best known for her role as Queen Elizabeth in Netflix‘s “The Crown.” In the promotional images, Colman dons a khaki quilted coat with Burberry’s signature checked blouse visible at the collar and cuffs. The styling evokes imagery from her portrayal of the late Queen in the critically acclaimed series, emphasizing Burberry’s connection to royalty and the elegant adaptation to Britain’s moody weather conditions.

“The late Queen is clearly the inspiration for these shots,” Burberry stated, echoing the years of elegance and practicality that Queen Elizabeth II conveyed through her outdoor attire. These images aim to evoke a sense of nostalgia and class, paying homage to “the Balmoral test,” as depicted in “The Crown,” where the Queen’s wardrobe was as much about functionality as it was about style.

Furthermore, the campaign includes model Cara Delevingne, photographed in front of iconic British landmarks such as the Houses of Parliament. This move not only underlines the brand’s heritage but also aims to resonate with current trends that favor sustainability and timeless fashion, as noted by fashion historian Rosie Harte. Harte reflected that the royal off-duty style brings “a feeling of tradition” and sustainability, as these looks often involve decades-old, practical clothing items.

At a time when Burberry is navigating financial challenges, including its recent exclusion from the FTSE 100 index, returning to its royal connections could be a strategic move. The fashion label has a history with the British Royal Family, having received Royal Warrants, which are a mark of recognition for its high-quality goods. The campaign seeks to return focus to Burberry’s heritage, differentiating its offerings as timeless essentials, rather than mere fashion statements.

In the broader fashion industry, this trend of drawing inspiration from royal attire is not new. Miuccia Prada’s recent collections and Fendi‘s homages to Princess Anne reflect a similar sentiment that marries classic elegance with sustainability. Designers like Dolce and Gabbana, as well as Ian Griffiths of Max Mara, have also leaned into these royal influences.

The revived interest in Queen Elizabeth II’s iconic style also emphasizes practical elegance. It’s noted that while she inadvertently became a style icon, the Queen valued practicality over fashion trends, a sentiment captured by Dame Margaret Barbour, who recounted the Queen’s request to have her old jacket re-waxed instead of replaced—highlighting a desire for longevity over fast fashion.

Burberry’s latest campaign, thus, not only serves as a fashion statement but also taps into a broader cultural appreciation of heritage, tradition, and sustainability as it steers through contemporary challenges in the fashion industry.