Burberry Japan Co., Ltd. BURBERRY Announces “It’s Always Burberry Weather” outerwear campaign

Burberry Japan Co., Ltd. press release (2024.10.08) Burberry Japan Co., Ltd. [BURBERRY] Announces “It’s Always Burberry Weather” outerwear campaign IT’S ALWAYS BURBERRY WEATHER Founded in 1856, Burberry is a pioneer in British outerwear and is dedicated to protecting people. With over 165 years of innovation and craftsmanship, Burberry outerwear is rooted in purpose, functionality and adventure. From protecting explorers in harsh environments to becoming a timeless symbol of British style, Burberry continues to evolve in the creation of its signature outerwear. The comprehensive campaign pays homage to Burberry’s long-standing outerwear heritage with a cinematic campaign video, pop-ups, window displays, in-store activations and archival
illustrations. “It’s Always Burberry Weather” is taken from a slogan from Burberry’s archives and combines the rugged elements of the brand’s garments with the unpredictable British weather. The campaign features seven main styles: trench, harrington, kilt, puffer, hoodie, aviator and duffel. Shot in London and the English countryside, ‘It’s Always Burberry Weather’ is a series of warm and humorous vignettes and portraits set in an intimate setting rooted in Burberry’s history and the outdoors. . BAFTA-winning actor Barry Keoghan, actor Jingyi Zhang, as well as model Cara Delevingne, England footballers Cole Palmer and Eberechi Eze, BRIT Award-winning musician Sims, and Academy Award-winning musician Starring an all-star cast from the worlds of music, cinema, fashion and soccer, including award-winning actor Olivia Colman. To further celebrate Burberry’s outerwear heritage, the playful illustration ‘Shelter’ from the Burberry archives is back. A symbol of the brand from the late 1970s to the early 1990s, the image depicts a man and woman standing back to back with two dogs, celebrating Burberry’s long-standing commitment to protection from the elements. , this illustration will be used on social media, in-store events, and innovative outdoor activations. The store windows display sets inspired by the British landscape, the outdoors and Burberry’s sense of adventure and expertise in textiles and knitwear. Linking Burberry’s past and present, newly launched campaign content will be displayed alongside posters from the Burberry archives. Some stores feature Burberry archive replicas, showcasing the rich history of Burberry outerwear, including the Tierrocken coat, the Putti motoring coat and the Shackleton Outwear, which includes an anorak, pants and hood. Stories related to works such as Fit will be introduced. “The Burberry brand embodies the themes of protection, functionality and the outdoors, and we are constantly inspired by the brand’s archive, innovation and creativity. It emphasizes its “protective properties” and “durability.” ” – Daniel Lee, Chief Creative Officer, Burberry