It's Always Burberry Weather
Founded in 1856, Burberry is a pioneer of British outerwear, 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.
To honour the long-standing heritage of Burberry outerwear, the brand is launching an all-encompassing celebration including a cinematic campaign, global pop-ups, window displays, and in-store activations, alongside a revival of an archive illustration.
‘It’s Always Burberry Weather’ is taken from a slogan in the Burberry archive, which references the robust elements of the brand’s garments and the unpredictable British weather. It features seven key styles, reimagined: the trench, the Harrington, the quilt, the puffer, the parka, the aviator, and the duffle.
Shot across London and the British countryside, ‘It’s Always Burberry Weather’ comprises a series of warm and humorous vignettes and portraits. The familiar settings are rooted in Burberry’s history and the outdoors.
A stellar cast from music, film, fashion, and football feature Brand Ambassadors including BAFTA
Award-winning actor Barry Keoghan and actor Zhang Jingyi, joining model Cara Delevingne, England footballers Cole Palmer and Eberechi Eze, BRIT Award-winning musician Simz, and Academy Award-winning actor Olivia Colman.
To further celebrate Burberry’s outerwear heritage, the Shelter, a joyful illustration taken from the
Burberry archive is revived. Used as a brand signifier from the late 1970s until around the early 1990s, the image – a man and woman standing back-to-back with two dogs – celebrates Burberry’s long-standing commitment to protection from the weather. The illustration will be used across social media, in-store events, and innovative out-of-home activations.
Store windows will include detailed sets inspired by British landscapes, bringing the outdoors in, and inspired by Burberry’s adventurous spirit and expertise in weaving fabrics and knitwear. Uniting Burberry’s past and present, newly released campaign content will also be displayed alongside posters from the Burberry archive.
In selected stores, archive Burberry replicas will be displayed to present the rich history of Burberry outerwear and the stories behind pieces such as the Tielocken coat, Puttee motoring coat, and Shackleton outfit, comprising an anorak, trousers, and hood.
‘Burberry is about protection, functionality, and the outdoors. We are always inspired by our archive and the innovation and creativity of the brand. The campaign promotes the house’s silhouettes: protective and enduring.’ – Daniel Lee, Chief Creative Officer, Burberry
KEY OUTERWEAR STYLES FOR 2024
The trench evolves 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. 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.
The quilt, an enduring icon of the British countryside, is made from diamond-stitched nylon, lightly padded for warmth with insulating fibres. Collars, pockets, and cuffs are trimmed with corduroy. The puffer, initially designed to protect people from extreme conditions, is functional in lightweight nylon with a drawcord hood and hem to keep out the cold. The style reverses from a solid colour to the Burberry Check.
Pioneering explorers such as Sir Ernest Shackleton wore Burberry gabardine for protection, and a
parka is reinterpreted for the modern wearer in cotton twill with a peaked hood trimmed in faux fur. The aviator, designed to outfit aviators in the early 20th century, is updated in lamb shearling with adjustable elements and B-cut zip pulls.
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.
Photography by Alasdair McLellan.
Films by rubberband
ABOUT BURBERRY
Burberry is a global luxury brand headquartered in London, UK. Founded in 1856, Burberry is listed on the London Stock Exchange (BRBY.L) and is a constituent of the FTSE 100 index. BURBERRY, the Equestrian Knight Device, the Burberry check, and the Thomas Burberry Monogram and print are trademarks belonging to Burberry. For more news, visit www.burberryplc.com.
In the Philippines, Burberry is exclusively distributed by Stores Specialists, Inc., and is located at Greenbelt 4, Rustan’s Shangri-La, Solaire Resorts & Casino, Nustar Resort & Casino, and online at Trunc.ph. Visit ssilife.com.ph or follow @ssilifeph on Instagram for more information.
About SSI Group, Inc.:
The SSI Group is the Philippines’ largest specialty retailer, with an established brand portfolio that includes some of the world’s most recognized international brands. We lead the country’s specialty retail market through the size and breadth of our brand portfolio and store network, with 94 brands and 593 stores. With our growing e-commerce presence, we are also the Philippine specialty retailer with the most diverse and extensive e-commerce offering. Our unique brand portfolio covers a wide range of specialty and lifestyle concepts, spanning the luxury, casual, and fast fashion, beauty, footwear, home, and restaurant categories. Established in the 1980s, SSI has been at the forefront of the Philippine retail industry for more than 30 years. Throughout this time, we have sought to inspire and enhance the lifestyle values of our customers and to cater to the evolving tastes and aspirations of Filipino consumers. In response to the evolution of the retail industry, the company introduced "The Specialist," an At Home concierge service dedicated to serving its valued customers with their shopping needs. Customers may get in touch with SSI’s Customer Service team through any of the following channels to inquire about a particular brand or product:
SSI GROUP CUSTOMER SERVICE TEAM
Email: customerservice@ssigroup.com.ph
Telephone Number: 8-830-5000
Mobile Number: (0917) 552 9359
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Instagram: @ssilifeph
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