A love letter to British music culture, Burberry’s latest festival campaign features Liam Gallagher, Seungmin, Loyle Carner and more in a celebration of sound, style and spirit
Daniel Lee’s latest festival campaign for Burberry captures the raw energy of British summertime music culture. Shot by Drew Vickers and directed by Kim Gehrig, the visuals favor realism over gloss—placing iconic and emerging talents in muddy fields, beside roaring sound systems and deep within festival crowds.
The cast spans generations of British music, from 1990s icons like Liam Gallagher and Goldie to new voices like Loyle Carner and Seungmin. Outfitted in rain-ready outerwear—packable capes, waterproof Highland bags and rubber Marsh boots—the campaign treats festival style as both functional and expressive.
Vintage pieces shine too. Gallagher sports his Christopher Bailey-designed Spring/Summer 2018 parka, reissued as part of a limited release launching in July. Elsewhere, Harrington jackets, satin trenches and mini kilts are layered with open-check shirts, cinched T-shirts and practical accessories, all stamped with Burberry’s revived Knight emblem.
More than a fashion moment, the campaign distills the spirit of British summer festivals—messy, loud and joyful. Burberry proves great style doesn’t need a runway. It lives in the music, the mud and the movement.
TEXT Diar Matahari