It’s no secret that Burberry has had a difficult time recently. Burberry's sales have been falling, especially in China, one of its core markets. As a result, the CEO was replaced in July 2024. Indeed the whole of the luxury brand sector is suffering. This month, even the giant conglomerate LVMH reported a 3% decline in sales.

In October, Burberry launched a new outdoor wear campaign under the banner, ‘It’s Always Burberry Weather’ and I love it.

Here’s how it’s explained on the Burberry website.

‘It’s Always Burberry Weather’ is taken from a slogan in the Burberry archive, which references the robust elements of the brand’s garments and the unpredictable British weather. It features seven key styles, reimagined: the trench, the Harrington, the quilt, the puffer, the parka, the aviator and the duffle.

Shot across London and the British countryside, ‘It’s Always Burberry Weather’ comprises a series of warm and humorous vignettes and portraits. The familiar settings are rooted in Burberry’s history and the outdoors’

This is an example of one of the executions featuring the inimitable Olivia Colman.

I love it because Burberry has gone back to its roots. When a brand is in trouble, it’s always good to reflect on when you were at your height. The slogan, drawn from its archive, ‘It’s Always Burberry Weather’ is fabulous. Short, memorable and true to the brand. It honours its British roots and the vagaries of the British weather.

It’s very product-centric, with each film focusing on a different outdoor garment, showing that Burberry is more than just a distinctive check. The choice of celebrity is inspired. Actors, singers and even footballers. All of whom are quirky, distinctive and supremely gifted. Wonderful role models.

The films themselves are beautifully shot in London and in the British countryside. They’re funny, entertaining and a bit surreal. I particularly love the 10-minute film of Cole Palmer fishing.

Summary

Bravo Burberry. I hope this helps turn your fortunes around. Would I pay £2 490 for a wool cashmere duffel coat? Probably not. I’m not someone who buys luxury clothing brands. But if I was, I’d be proud to wear the brand. Something I wouldn’t have said a few years ago.