Back in April last year, I posted on Burberry’s It’s Always Burberry Weather campaign, which smartly put the trench coat back in a starring role. That campaign was an encouraging sign that the brand was reconnecting with the core product that made it famous. Burberry’s new campaign, The Trench, Portraits of an Icon, goes a step further. Rather than simply featuring the core, it fully celebrates it. The campaign is part of Burberry marking its 170th anniversary, with “a year-long celebration of the house’s archive and history, honouring the legacy that continues to shape its present and future” (1). In this post we explore this great example of focusing on and amplifying your core product.
1. Using the core as a source of authority
What makes this campaign especially powerful is that it is not just a new piece of communication. It is part of a wider business and brand reset. The company has explicitly acknowledged that it “moved too far from our core with disappointing results” (2). In the past, there was an over-emphasis on seasonal fashion and not enough on focus on the core outerwear that gave Burberry credibility in the first place: what we at the brandgym call its “source of authority”.
CEO Joshua Schulman’s Burberry Forward strategy is crystal clear on the role of core outerwear:
- LEAD with outerwear: focus on driving growth on the core busienss
- EARN AUTHORITY in other categories: the trench is not just one product in the portfolio, it is the essence of Burberry that creates a foundation for other categories
The statement below from Schulman (1) shows just how strongly he believes in the core:
‘The Burberry trench coat stands as one of the most iconic signifiers of our brand, and this campaign tells its timeless story – a story rooted in the craftsmanship, innovation and authenticity that have defined us for 170 years. It celebrates Burberry’s enduring global resonance , inspiring people across generations to express their individuality while remaining unmistakably Burberry.’
2. Execute and amplify through the line
A second smart aspect of the campaign is how Burberry has amplified the idea consistently across paid, owned and retail environments.
I first saw a highly impactful series of posters at Heathrow Terminal 5, right by the baggage carousel: prime territory for potential trench coat buyers arriving back into rainy London!
I then saw the campaign again in thew windows of a Burberry flagship store on Old Bond Street.
Further research confirms the broader activation (1). The trench is featured in store windows worldwide and curated pop-up installations around the world. These spaces hero the trench alongside the campaign portraits, creating “bold, gallery-like moments” that celebrate the trench as both product and cultural icon. A documentary film accompanies the campaign, capturing unscripted exchanges between cast and crew, set to a soundtrack by Blur.
3. Leverage social proof
A third strength of the campaign is the smart use of “social proof”, through a carefully curated group of celebrities. Rather than relying on one star, Burberry has managed to assemble a star-studded cast that stretches across generations, geographies and cultural tribes. The campaign features 23 figures from film, music, sport and fashion, including Kate Moss, Kendall Jenner, Daisy Edgar-Jones, Jonathan Bailey, Jack Draper, Little Simz and Kristin Scott Thomas. This gives the trench modern reach without losing its timelessness, reinforcing its iconic stature while making it relevant for today.
Importantly, the casting feels carefully judged. The celebrities feel authentic to Burberry’s world: credible, stylish and aspirational, but not flashy in a way that overwhelms the product. The trench remains the hero, with each person bringing their own attitude and way of wearing it, such as the example of Kate Moss below left.
4. Rejuvenate the core product
Burberry has not only celebrated the core trench coat in communication. It has also smartly rejuvenated the core product itself. The Heritage Collection, with signature icons such as the Kensington, Waterloo and Chelsea trench coats, are joined by the new Mayfair trench jacket. This brings a more modern, cropped silhouette to the range. At the same time, Burberry has added lighter tropical gabardine versions in a soft colour palette of pale sugar pink and stone beige for women, or graphite grey for men.
Importantly, this renovation keeps the product rooted in authentic Burberry equities: each piece is still made in England at Castleford, using fabric woven at the Burberry Mill in Yorkshire. This is a good example of fresh consistency: keeping the distinctive brand assets and product truth that made the trench iconic, whilst adding enough newness to make the core feel relevant.
5. Excellence of execution
Finally, the campaign is beautifully executed. The black-and-white portraits give the work an instantly timeless quality. I love the photography and was not surprised to find out that the campaign was shot by my all-time favourite photographer, Tim Walker, with creative direction from Daniel Lee. Walker is an inspired choice. He brings cultural cachet, wit and artistry, but applies these with restraint. The result feels luxurious and emotionally rich without becoming over-styled.
The visuals support the Burberry Forward strategy, with the trench presented as an enduring classic and the casting, styling and photographic treatment making it feel relevant for now.
In conclusion, Burberry’s Portraits of an Icon campaign hits the sweet spot for refreshing the core: not preserving it in a museum, but re-presenting it in a way that keeps it desirable for today. It starts from a clear strategic focus on outerwear and especially the trench coat where Burberry has real authority. It then executes the idea powerfully through the line, using aspirational and credible social proof to make the core contemporary, delivering it all with true creative excellence.
Bravo Burberry!
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