Burberry Launched 170th Anniversary Campaign
The luxury fashion house debuted a global project featuring 170 individuals and 10 signature outerwear styles.
Updated on Sept. 28, 2026 in Accessories
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Burberry has introduced 170: The Anniversary Portraits, a global marketing campaign honoring the brand's 170-year history. The initiative, which features 170 diverse individuals, pays tribute to the 2009 digital project The Art of the Trench.
Why it matters
The campaign serves to bolster the Burberry Forward turnaround strategy as the legacy house marks its 170th year. It highlights both new brand faces and long-standing employees to reinforce the company's historical identity.
The campaign showcases 10 signature outerwear models, including the Kensington, Waterloo, and Camden. Featured participants range from new brand friends to employees with up to 46 years of tenure.
The players
Burberry
A British luxury fashion house known for its trench coats and signature check pattern.
Crush
A South Korean singer who appears in the campaign as one of the 170 featured individuals.
Jamie Lloyd
A British director who is featured as a member of the Burberry creative community.
Lila Moss
A professional model who represents the brand as part of the anniversary portrait series.
Harrods
An iconic luxury department store in London that is hosting an immersive Burberry pop-up.
The details
Photographed by Jack Day, the campaign imagery captures streetscapes in London, New York, Seoul, and Shanghai. The cast includes a mix of street-cast locals, singer Crush, director Jamie Lloyd, and model Lila Moss.
Timeline
Burberry launched the 170: The Anniversary Portraits campaign on Monday, September 28, 2026.
The Harrods pop-up experience remains open through October 28, 2026.
Culture Shift
This campaign follows the tradition of The Art of the Trench by blending archival prestige with modern, street-level digital engagement. It marks a shift toward emphasizing employee longevity and internal community alongside celebrity influence to modernize the brand image.
Consumers in London can visit the immersive pop-up retail experience at Harrods in Knightsbridge through October 28. Additionally, the brand is offering an exclusive opportunity to preorder an embroidered map coat.
The takeaway
The campaign underscores how luxury houses are leveraging their long histories to anchor turnaround strategies in an increasingly competitive market. Customers can expect a stronger focus on heritage-based product storytelling as the company moves into the next season.
Further reading
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Source note: This article includes information reported by WWD.
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