Fashion has always had a complicated relationship with the cities that inspire it. Some brands borrow a location for atmosphere; others build their identity so deeply around a place that the two become inseparable.
For Burberry, London is firmly in the second category.
For Winter 2026, the British house returns to its home city with a campaign that captures the energy, contradictions and unmistakable style of London. Shot by Glen Luchford, the cinematic visuals move through the capital from the River Thames, echoing the spirit of the runway presentation while placing the city itself at the centre of the story.
Romeo Beckham and FKA twigs join the cast, bringing together two distinctly different expressions of contemporary London. FKA twigs also provides the voice behind the soundtrack of the show, further connecting the campaign to the city’s cultural energy. The result is less a conventional fashion campaign than a portrait of London through Burberry’s eyes.
London becomes the backdrop
The decision to return to London feels particularly significant because Burberry’s identity has long been tied to the city.
The brand’s Winter 2026 show took place inside Old Billingsgate Market, where the historic setting was transformed with a set inspired by Tower Bridge. Rather than treating the landmark as a decorative reference, the presentation built a visual relationship between Burberry’s heritage and the architecture surrounding it.
The campaign continues that narrative. Filmed across London, the visuals draw on familiar landmarks while focusing on the movement and personality of the city. The Thames becomes more than scenery, providing a cinematic thread through the campaign and connecting different characters and locations.
Chief Creative Officer Daniel Lee describes FKA twigs and Romeo Beckham as representing the energy that makes London unique. That idea of energy is central to the campaign. London is presented not as a static historical postcard, but as a place where tradition and experimentation coexist.
It is an important distinction for Burberry. The brand carries a significant heritage, particularly through its iconic outerwear and unmistakably British codes, but the Winter 2026 campaign suggests that heritage does not have to mean looking backwards. Instead, the city becomes a way of moving forward.
From the trench to evening
That tension between heritage and reinvention continues through the collection itself. Outerwear, one of Burberry’s most recognisable categories, is transformed into something more fluid and evening-oriented. The Hoxton trench coat appears in silk and ruffled-collar versions cut from fluid faille, taking a silhouette strongly associated with British practicality into a more sophisticated evening wardrobe.
The same sense of transformation runs through the use of leather. Shawl-collar coats in butter-soft plongé leather introduce a softer interpretation of city dressing, while jumpsuits, kilts and jogging pants are recast in the same material. The result is a wardrobe that takes familiar pieces and gives them a different attitude.
Leather also appears through treatments of iconic Burberry silhouettes, including shearling-collar aviators and a quilted biker jacket. The approach suggests that the collection is less interested in abandoning classic pieces than in changing their context.
A trench does not necessarily have to belong to the rain. A utilitarian silhouette can become eveningwear. A familiar material can be softened, elevated or reshaped until it takes on a completely different personality. That is where the collection finds much of its contemporary character.
Heritage with a new attitude
Rainwear remains an essential part of the Burberry vocabulary, but even here the Winter 2026 collection introduces a sense of experimentation. Garment-printed rainwear is cut in coated jacquard, turning a traditionally functional category into something more expressive. Trench elements are similarly removed from their conventional setting and repurposed across other pieces.
On the Linley shearling coat and brushed mohair wool styles, trench details appear as leather belts and cuffs. On the wool nylon Rockley pea coat, the throat latch becomes another reference to Burberry’s outerwear heritage. These details may be subtle, but they reveal the collection’s larger philosophy.
Heritage is not treated as something that must remain untouched. Instead, it becomes a library of references that can be rearranged, exaggerated and introduced into unexpected contexts. That approach also explains why London is such an effective protagonist for the campaign.
The city itself operates in much the same way. Historic architecture exists beside contemporary culture. Traditional tailoring shares the street with experimental fashion. Established institutions and emerging voices constantly overlap. Burberry’s Winter 2026 campaign captures that contradiction.
With Glen Luchford behind the camera, the city becomes cinematic. With Romeo Beckham and FKA twigs at its centre, it becomes contemporary. And through the collection’s treatment of trenches, leather, rainwear and tailoring, it becomes distinctly Burberry. Daniel Lee’s decision to bring the house back to London therefore feels more than geographical.
It is a return to a source of identity — but one seen through a new lens. For Winter 2026, Burberry is not simply dressing for London. It is letting London dress the story.
