2025 is shaping up to be geopolitically unsettling, and I think the last thing people want to see from fashion brands is aggression, displays of excessive wealth, and elitism (too many ultra-rich individuals are getting involved in people's lives). None of these evoke a positive mood. If we look around to see who is truly "reading the room"—Burberry (talking about this brand is my passion! 😊) is leading the way.

That knight under the Burberry umbrella, with his blue eyes peeking from under the helmet, is the best thing I’ve seen this year.

Burberry has created simply the best campaign in recent times. It revives the brand’s iconic symbol, which Daniel Lee brought back from the archives—a knight in armor on horseback. In the campaign, Naomi Campbell ends up in a taxi with him, resting her head on his literally iron shoulder. The unpredictable London weather, a romantic summer rain, and a touch of chivalry (he is also on a scooter) combine to create a wonderful message for the campaign.

Burberry’s signature check is prominent and highly visible, as the brand reintroduces its iconic identity. The legendary trench coat, made from waterproof gabardine (created by Thomas Burberry in 1879), and the classic scarves—Burberry's most recognizable products—are back at the forefront.

As a result, the numbers are improving. We are not talking about a “brand of the year” kind of improvement yet, but the progress is visible—and it’s a positive one.

I hope Burberry’s future remains as strong as its current rebranding path.

Now, about the rumors…

The rumors that Daniel Lee is leaving are good rumors, in my opinion—this is not “his” brand, unfortunately.

The whispers that Kim Jones might join are also good whispers. KJ is not a strong collection designer, but when it comes to drops and special projects, he excels.

It would work perfectly with the model the brand had during the 2000s under Christopher Bailey: he designed collections that defined the brand image, while the merchandising team handled the rest—a great formula for Burberry, in my opinion.

Finally, I sincerely hope there are enough creative minds in the marketing team to carry the current warm and witty campaigns forward into the future!

And " It's always Burberry weather" is becoming a real expression, I just heard David Ingles, the host of China Show (Bloomberg) using it on air while looking at the gloomy Hong Kong morning:)

WWD Vogue Business Vogue Burberry

Jolyon Varley on LinkedIn: Another KILLER content series from Burberry. "Burberry Portraits"… | 130 comments