Rain or shine, Burberry finds time to fall in love.
Text: Abdul Aziz Draim. Images: Burberry.
Richard E. Grant (left) and Jodie Turner-Smith in the “It’s Always Burberry Weather: Love In London” 2025 campaign.
Paying homage to classic rom-coms, Burberry lets the summer rain play muse to its new “It’s Always Burberry Weather” 2025 campaign.
And Ah, to be in love. Better still, to be in love in London. A city of moody skies yet timeless romance, where summer days are punctuated by unpredictable downpours. And the rain often feels like a gentle co-conspirator in affairs of the heart. Which is why, in a modern-day fairy tale as captivating as the city itself, Burberry pays homage to this distinctly British phenomenon with a campaign that aims to tug at our heartstrings.
London, Actually
The “It’s Always Burberry Weather: Love In London” campaign unfolds through a hero film and seven immersive vignettes. Each is drenched (no pun intended) in the nostalgic charm of rom-coms from the ’90s and early Noughties. Shot in London, these tales weave through mews blanketed with wisteria, bustling markets, and the quiet stoicism of rain-covered cobblestones. Whether it’s a raindrop-baptised first kiss or an estranged smile shared under an umbrella, the vignettes capture the magic of connection in familiar British moments. So much so that London becomes more than just a setting. It becomes its own character in these stories, a steadfast witness to every whispered promise and stolen glance.
Naomi Campbell
From scene to scene, vignette to vignette, one constant motif binds the campaign together. The Burberry trench, a garment as quintessentially British as tea and scones or witty banter. Crafted from Thomas Burberry’s groundbreaking gabardine fabric (a game-changer since 1879), the trench has stood as faithful armour against the capricious British weather. Not that the campaign is just about weather-resistant craftsmanship; it’s also about the poetry of rain. It’s about those fleeting, bittersweet moments when love collides with life, doused in unpredictability, yet made eternal. In a sense, the campaign unspools like a love letter to both the city and the trench.
Chen Kun
All-Star Cast
And did we mention the cast? A star-studded line-up fronts the campaign. Kate Winslet shares the screen with Aimee Lou Wood’s wide-eyed vibrancy, Chen Kun’s beguiling intensity, and the irresistible charisma of Micheal Ward, Jodie Turner-Smith, and Nicholas Hoult. Add to all that turns by supernova talents like Richard E. Grant, Naomi Campbell, Liu Wen, David Gandy, and Son Suk-ku. Burberry has conjured its very own constellation of stars against a rain-drenched London sky.
Kate Winslet (left), and Liu Wen.
The Trench, Revisited & Renewed
Then, of course, there is the fashion—a symphony of styles both nostalgic and strikingly modern. Naturally, at the heart of the collection is the Burberry trench, reimagined. For Spring/Summer ’25, heritage meets innovation as lighter gabardines are introduced alongside expressive new silhouettes. Think airy silk dresses imbued with trench sensibilities and cropped jackets with zips that bring adaptability to luxury. Even the weather leaves its imprint as bleached cotton capes and vintage-inspired parkas evoke the gentle remembrance of a cloudburst. Meanwhile, playful daisy prints and faux-feather trims add a revelatory touch of whimsy.
Son Suk-ku (left), and Nicholas Hoult.
A Complete Experience
For Burberry fans, the structured elegance of the Castleford trench—light as a breeze and summer-perfect—is a rediscovery of sorts. The pièce de résistance remains the gabardine, woven with pride at the Burberry Mill in Yorkshire. Each weave resonates with the brand’s enduring love affair with craftsmanship.
But Burberry doesn’t stop at the wardrobe; it extends its artistry into the physical world. This celebration of “Burberry Weather” spills into window displays and in-store activations, transforming spaces into delicate tributes to a London summer. What emerges is an invitation—not just to wear Burberry but to live Burberry. With each window, vignette, and trench coat, we are reminded of why this brand continues to define “Britishness”.
Archival images provide inspiration for the “It’s Always Burberry Weather: London In Love” 2025 campaign
Also, with its themes of hope, dejection, yearning, passion, candour and intimacy, “It’s Always Burberry Weather: London In Love” plays out like a cultural conversation. A reminder that in both love and life, rain doesn’t necessarily ruin the moment; often, it makes it. After all, when you’re cloaked in a Burberry trench, who’s to say the soggiest of days won’t end in sunshine?
Check out the main video for the campaign below:
