Burberry "Back to the City" Ad Campaign

Review of Burberry “Back to the City” Ad Campaign by Photographer and Filmmaker Angelo Pennetta and Director of Photography Errol Rainey with models Jimothy Lacoste, Bemi Orojuogun, Nora Attal, Rubuen Bilan Carroll, and Libby Bennett

Burberry’s Back to the City frames London as both backdrop and protagonist, blending sightseeing landmarks with the personalities that animate the city. Shot by Angelo Pennetta and directed by Daniel Lee, the film follows the route of an open-top red bus tour, moving from the National Gallery to the London Eye to Trafalgar Square. This sightseeing structure feels intentionally casual, yet it acts as a curated narrative—each stop a vignette of architectural grandeur and urban rhythm.

The cast brings a mix of cultural reference points: musician Jimothy Lacoste, whose exclusive soundtrack doubles as narrative undercurrent; TikTok figure “Bus Aunty” Bemi Orojuogun, whose street-level engagement with London’s buses went viral; and models Nora Attal, Rubuen Bilan Carroll, and Libby Bennett. The mix leans into a portrayal of London that is part high-fashion editorial, part social media snapshot.

The Autumn 2025 collection is placed against this setting with a balance of heritage and streetwear sensibility. Outerwear dominates—capelets, field jackets, and leather bombers grounded in archival detailing—while tailoring in wool and cashmere continues the brand’s focus on elevated staples. Accessories extend the heritage thread: the new Fitzrovia trench, the quilted Strand bag, and additions to the Highlands family all nod to tradition while positioning for contemporary relevance. Footwear spans equestrian-inspired boots to chunky-soled loafers and sneakers, signaling range across formality.

Lee’s creative direction positions Back to the City as both a brand diary and a civic love letter, with the film’s easy movement echoing the mingling of old and new that defines London’s style identity. The campaign doesn’t so much reframe the brand as it reaffirms its place as a London institution—rooted in the city’s fabric, yet in motion with it.