Burberry “It’s Always Burberry Weather: London in Love”- A Masterclass in Cultural Storytelling

Written By: Whitney Asiedu

The Evolution of Burberry’s Identity

Burberry’s heritage is deeply rooted in British fashion history. Established in 1856, it became famous for its trench coat and its distinctive check pattern, which symbolised sophistication and class. However, in the early 2000s, the brand faced an identity crisis. The iconic check became overexposed, associated with counterfeit culture and a loss of prestige. Burberry’s challenge was to restore its reputation while remaining relevant to new generations who sought authenticity and inclusivity.

Under the creative leadership of Daniel Lee, Burberry has redefined its image through a blend of heritage and modern cultural awareness. The brand’s campaigns have shifted from traditional, polished luxury visuals to more emotionally rooted, story-driven narratives that mirror the realities of contemporary life in Britain. This transformation is not just aesthetic; it reflects a deeper understanding of the evolving cultural landscape.

London in Love: A Celebration of Modern Britain

One campaign that reflects this shift is the “London in Love” campaign. This campaign embodies the energy and romance of London life. It captures the spirit of the city through scenes that feel lived-in rather than staged, showcasing diversity and cultural fluency as a natural part of its storytelling rather than a marketing afterthought. The choice of everyday backdrops: the bus stop, the rainy pavement, the glow of city lights, repositions Burberry as a brand that belongs to the people who shape modern London.

One of the campaign’s standout moments was the inclusion of Bemi Orojuogun, affectionately known as “Bus Aunty". Featuring her not only brought authenticity but also demonstrated Burberry’s commitment to recognising everyday British figures who represent cultural pride. Bemi’s inclusion symbolised the heart of London: multicultural, hard-working, and full of character.

It's Always Burberry Weather, London in Love 2025: Bus Aunty

Authenticity in Cultural Marketing

Burberry’s campaign success lies in its ability to merge aspiration with authenticity. Rather than presenting diversity as a token gesture, the campaign tells stories that feel human and relatable. By celebrating figures like Bemi Orojuogun, the brand acknowledges the lived experiences of people who embody the city’s soul. This move resonates with audiences who are increasingly drawn to brands that understand and reflect their world.

Cultural marketing today demands more than surface-level representation. According to recent research by Deloitte, 57% of consumers are more loyal to brands that commit to addressing social inequities in their advertising. Burberry’s approach aligns with this trend, proving that authenticity builds long-term connection and brand longevity. The campaign bridges fashion with emotion, creating a dialogue between luxury and everyday life.

It's Always Burberry Weather, London In love 2025

Relevance Through Representation

In the past, Burberry’s identity was heavily anchored on a narrow vision of Britishness. The “London in Love” campaign expands this definition to include the full spectrum of cultural identities that make up the UK today. By spotlighting people from different ethnicities, social classes, and backgrounds, Burberry shows that luxury is not defined by status alone but by the richness of experience.

This recalibration has given the brand a new identity that feels both elevated and approachable. It has positioned Burberry not only as a fashion label but also as a storyteller of modern Britain. In doing so, the brand has built bridges with once distant communities, reaffirming that cultural representation is not a marketing tool but a necessity for relevance and connection.

It's Always Burberry Weather, London In love 2025

How Burberry’s Strategy Compares to Other Fashion Houses

Burberry’s cultural renaissance positions it among a select group of luxury houses that embrace inclusivity as a cornerstone of modern identity. Brands such as Gucci and Dior have also attempted to bridge heritage and culture through contemporary storytelling, yet Burberry’s approach feels uniquely grounded in its local context. While Gucci often draws on surrealism and global artistic references, and Dior weaves its narrative through timeless femininity, Burberry’s focus on British urban culture gives it a more relatable and community-driven edge.

Where some fashion houses rely on spectacle, Burberry relies on sincerity. Its connection to figures like Bemi Orojuogun represents a shift away from celebrity-led campaigns towards narratives shaped by the everyday individual. This decision gives the brand authenticity and emotional depth that resonates far beyond the traditional luxury audience.

The Results?

"Burberry reported a 2% rise in second-quarter comparable store sales, beating analysts' forecasts of 1% after seven straight quarters of decline. CEO Joshua Schulman has refocused the 169-year-old trench coat maker on outerwear and scarves, promoting an accessible British aesthetic which has resonated with shoppers." - Reuters, 2025