Burberry's Latest Campaign Declares "It's Always Burberry Weather"

Burberry has just unveiled its latest campaign, "It's Always Burberry Weather," standing as a collection that's committed to protecting people from the elements.

With more than 165 years of innovation and craftsmanship, Burberry outerwear is grounded in purpose, functionality, and adventure. From protecting explorers in extreme conditions to becoming an enduring symbol of British style, the brand continues to evolve its signature outerwear.

In celebration of the long-standing heritage of Burberry outerwear, the brand has now launched an all-encompassing collection -- alongside a cinematic campaign, various global pop-ups, window displays, and in-store activations, all alongside a revival of an archive illustration.

The collection's name is taken from a slogan in the Burberry archive, which referenced the robust elements of the brand's garments and the unpredictable British weather. It features seven key styles; the trench, Harrington, quilt, puffer, parka, aviator, and duffle.

Shot across London and the British countryside, "It's Always Burberry Weather" comprises a series of warm and humorous vignettes and portraits. It features a wide variety of talent from the realms of music, film, fashion, and football, featuring brand ambassadors such as Barry Keoghan and actor Zhang Jingyi, who come alongside model Cara Delevingne, England footballers Cole Palmer and Eberechi Eze, BRIT Award-winning musician Little Simz, and Academy Award-winning actor Olivia Colman.

"Before anything else, when we were in discussions about partnering, it was very clear Burberry wanted to support my foundation as a key part of the partnership," Crystal Palace midfielder, Eberechi Eze, tells Hypebeast. "We've already done our first project together and we will be doing more in the near future too, which I'm grateful for and really excited about."

Highlights from the new Burberry collection come in the form of the new trench, which has evolved with new B-shaped hardware and exaggerated gun flaps for added protection from the rain. Cut from fluid cotton gabardine, the iconic coat is partially lined for lightness and a sense of ease. Meanwhile, the Harrington -- a casual jacket and symbol of British subculture -- is made from water-repellent gabardine, with the Burberry Check used to line the brand’s rainwear since the 1920s.

Other stand-out items include the Aviator, which has been updated in lamb shearling with adjustable elements and B-cut zip pulls. Rounding out the collection, the Duffle, a style originally worn by the British Royal Navy, is designed for protection in warm wool and cashmere and has wooden toggles carved with a B shield – a new logo motif lifted from the Equestrian Knight Design.

Take a closer look at the new collection and campaign from Burberry above, and be sure to read on for an edited transcript from Hypebeast's interview with Eberechi Eze.

Hypebeast: What's your earliest Burberry memory?

Eberechi Eze: For sure, my first memory was seeing people wearing the classic Burberry scarves around London.

What do you pick first, the shoes or outfit?

Outfit first.

What are you currently listening to?

Odeal.

Who's your best dressed teammate?

Chris Richards.

We saw you at Burberry's LFW show, did you have any favorite looks?

There were lots of strong looks, to be fair. Hard to choose. I thought Bright’s was cool. Marc stood out and so did Jack Harlow in a classic trench.

In terms of grassroots fashion London has been having a moment in recent years, why do you think this is?

I think more than anything people probably have been encouraged to express themselves more. With social media more accessible, people are taking inspiration from so many more places and they're putting that into practice, which I think is a great thing.

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