Burberry

Apr 2025

Burberry’s Summer 2025 campaign masterfully reimagines the brand’s storied heritage within the quintessential ease of a sun-drenched coastal escape. Under the creative direction of Daniel Lee, the project leans into a sense of elevated leisure, seamlessly blending the house’s iconic check motifs with the raw, tactile reality of a seaside holiday. Captured through the lens of photographer and director Drew Vickers, the imagery moves fluidly between intimate, quiet portraits and dynamic, high-speed freeze sequences that emphasize movement and athletic freedom. Whether featuring Rosie Huntington-Whiteley against the deep blues of the open ocean or exploring the textured interplay of water and light on a sun-drenched dock, the campaign utilizes natural light to cultivate an aesthetic that feels both editorial and accessible. The composition prioritizes the relationship between the subjects—including Alva Claire, Babacar N’Doye, and Jack Draper—and their environment, using the high-contrast drama of splashing water to ground the luxury fashion aesthetic in a refreshing, tangible reality. By stripping back the artifice and embracing a lifestyle-oriented approach, the campaign succeeds in repositioning the Burberry check as a modern uniform for summer. The result is a vibrant, rhythmic visual story that speaks to the joy of spontaneity, proving that high fashion remains at its most compelling when it feels entirely, effortlessly alive.

Lifestyle, Commercial

Natural light

Luxury Fashion Houses, Fashion