Burberry has unveiled its latest campaign, Back to the City, a film and portrait series capturing the landmarks, culture and energy of London. Conceived as a visual tour, the campaign highlights the capital’s skyline, architecture and the personalities who live there.
Chief Creative Officer Daniel Lee described the project as “a guided tour of this incredible city” and “a celebration of its famous skyline, the beautiful buildings and the Londoners who choose to call it home.”
The film traces the route of one of London’s open-top red bus tours, showcasing locations including the National Gallery, the London Eye and Trafalgar Square. The journey is intended to reflect the city’s constant movement.
The cast features musician Jimothy Lacoste, who composed the soundtrack specifically for Burberry, and TikTok personality Bemi Orojuogun, known online as Bus Aunty, who gained popularity for her videos with the city’s red double-decker buses. Models Nora Attal, Rubuen Bilan-Carroll and Libby Bennett also appear.
Lee said that London’s distinct character comes from its people, something he sees as integral to the Burberry identity.
Set against recognisable city backdrops, the campaign showcases pieces from the Autumn 2025 collection alongside a core range of timeless designs. The Fitzrovia trench coat, crafted in the UK, is introduced as a new signature style.
Key garments include a capelet, a functional field jacket and a leather bomber jacket, all inspired by heritage elements. Tailored pieces come in wool and cashmere, while the Burberry Check appears on silk blend trousers, denim jeans and wool kilts.
The collection also introduces the Strand bag, influenced by classic quilted styles. New designs in the Highlands range include a smooth leather shoulder bag embossed with the Knight stamp and a coated check bowling bag. The Cotswolds tote features trench coat-inspired hardware.
Footwear offerings include Cavalier boots, which draw on equestrian design, as well as a range of loafers, from the heeled Cadet with Knight stamp plaque to the chunky-soled Rogue. The line is rounded out by Matrix sneakers.
Creative direction for Back to the City was led by Daniel Lee. The project was photographed and filmed by Angelo Pennetta, with Errol Rainey as Director of Photography.
