There are few cities in the world with a pulse quite like London’s. Its streets carry centuries of history, yet its rhythm is forever modern—fast, unpredictable, and endlessly alive. Burberry’s latest campaign, Back to the City, taps into that energy with a cinematic ode to the capital, blending heritage design with the fresh perspective of a city always in motion.
The project unfolds as both a short film and portrait series, directed by the keen lens of Angelo Pennetta. At its heart are models Nora Attal and Bemi Orojuogun, who ride high on one of London’s unmistakable red double-decker buses. From that elevated view, the city becomes both backdrop and co-star: the National Gallery, the London Eye, and winding historic streets flicker by, reminding us that style here is never separate from setting.
Chief Creative Officer Daniel Lee describes the campaign as a “love letter” to London, and it feels exactly that—an intimate yet expansive portrait of a place defined by contrasts: tradition and reinvention, elegance and edge, calm moments framed by restless energy.
Classic Silhouettes, Modern Lines
Burberry’s fall 2025 collection is woven seamlessly into this city narrative. Attal appears in looks that move effortlessly from day to evening: a rich burgundy trench that glows against London’s crisp autumn light, a sharply cut ivory coat that feels as sculptural as it does wearable, and the house’s iconic check, reimagined with a bold, contemporary eye. Paired with equestrian-inspired boots and the new Strand bag, the styling captures the balance of strength and sophistication that defines Burberry’s codes.
Orojuogun, known for his warmth and magnetic presence, embodies the collection’s modern spirit in a geometric capelet layered over dark indigo denim. It’s a look that speaks of individuality—stylish yet approachable, polished but easy. On him, Burberry’s tailoring becomes not just clothing, but personality made visible.
Heritage, Refined and Reimagined
Burberry’s genius has always been in the tension between its history and its ability to move forward. Back to the City underscores that dialogue with pieces that honor the past while leaning into the future.
The Fitzrovia trench is a study in precision tailoring, an evolution of the brand’s most enduring silhouette. Wool tailoring adds gravitas, while silk blend checks soften with movement, catching the light like the shifting patterns of the Thames. Accessories bring a modern counterpoint: the sculptural Highlands shoulder bag, the versatile Cotswolds tote, and footwear that grounds the collection in timeless craft. Cavalier boots, Cadet loafers, and Rogue soles offer both utility and elegance, built to walk the very streets that inspired the campaign.
Every detail—every stitch, buckle, and seam—feels like a conversation between heritage and reinvention, much like the city itself.
London as Character
More than a backdrop, London emerges as a character in its own right. The campaign embraces the city’s contradictions: sharp sunlight against stone facades, the quiet hum of parks giving way to the roar of traffic, the skyline where centuries-old landmarks meet glass towers.
The choice of a double-decker bus as the setting is not incidental—it’s a symbol of both everyday life and collective memory, a moving vantage point from which to witness London’s shifting moods. Attal and Orojuogun are not just models; they are fellow travelers, moving through the city as millions do each day, yet imbued with an unmistakable elegance that makes the ordinary extraordinary.
A Story in Motion
Pennetta’s lens captures the essence of Burberry’s message: heritage is not static—it moves, breathes, and evolves with the city. The film’s rhythm mirrors London’s own: never still, never finished, always becoming.
The styling is cinematic but accessible, aspirational yet rooted in reality. Each frame is layered with meaning: the interplay of fabric and architecture, the contrast of bold geometry against the softness of natural light, the easy grace of models who look as if they belong entirely to the world they’re moving through.
An Ode to Spirit and Style
In Back to the City, Burberry delivers more than a campaign—it delivers a reminder. Luxury is not only about what you wear, but about where you wear it, and how it moves with you. Here, fashion and city intertwine: the sweep of a trench coat echoing the curve of Westminster Bridge, the shine of leather boots reflecting slick rain-washed streets, a check scarf lifting in the breeze like a flag of identity.
Daniel Lee’s vision feels both reverent and restless, rooted and reaching. London is the muse, but also the mirror: complex, enduring, and alive with possibility.
With this campaign, Burberry reaffirms what we already know—London isn’t just a city. It’s a spirit. It’s a style. And no brand captures it quite like Burberry.
