Burberry Launched 170th Anniversary Campaign
The luxury fashion house celebrates its milestone with a portrait series spanning four major global cities.
Updated on Oct. 12, 2026 in Accessories
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Burberry has launched a new global campaign titled 170: The Anniversary Portraits to mark the brand's 170th year. The project features 170 individuals photographed across London, Shanghai, New York, and Seoul.
Why it matters
The campaign serves as a major milestone for the heritage brand under chief creative officer Daniel Lee. It aims to unite a diverse array of global talent and locals to reflect on the company's long-standing history.
The collection features 10 distinct outerwear styles, including the Long Kensington and Long Waterloo Heritage Trench Coats. The campaign also includes a burgundy nappa leather iteration of the Kensington Trench Jacket.
The players
Daniel Lee
He is the current chief creative officer of Burberry and leads the brand's design and aesthetic direction.
Lila Moss
She is a prominent fashion model featured as one of the 170 individuals in the anniversary portrait series.
Crush
He is a well-known South Korean singer and songwriter who appears in the global campaign.
Kim Yeon-koung
She is an internationally recognized professional volleyball player participating in the portrait campaign.
Jamie Lloyd
He is a celebrated theater director who is featured among the diverse group of people in the campaign.
The details
Directed by Hector Aponysus and photographed by Jack Day, the campaign features notable figures such as Tan Yuanyuan, Xin Shuang, Kim Yeon-koung, Crush, Jamie Lloyd, Lila Moss, and Nico O'Reilly. These individuals appear alongside street-cast locals to showcase the brand's heritage designs in international urban settings.
Timeline
Burberry launched the Art of the Trench campaign in 2009.
The 170th anniversary campaign launched in October 2026.
Culture Shift
The campaign mirrors the strategy of the 2009 Art of the Trench campaign by utilizing portrait photography to emphasize the brand's iconic outerwear. This approach signals a move to blend historical heritage with contemporary global talent to maintain relevance.
Consumers can expect to see these specific heritage designs, including the updated leather trench, featured heavily in upcoming retail marketing. This focus may influence seasonal purchasing decisions for those interested in the brand's classic outerwear silhouettes.
The takeaway
Burberry continues to leverage its deep archive of heritage outerwear to anchor its brand identity during major milestones. Customers can look to these campaign styles for durable, classic investment pieces that bridge the gap between historical design and modern fashion.
Further reading
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