LONDON — Burberry has had its fun in the English countryside; now it’s coming back to the city.
In a new series titled “Back to the City,” the photographer and filmmaker Angelo Pennetta captures the city’s landmarks from a red double-decker bus.
“Think of it as a guided tour of this incredible city. A celebration of its famous skyline, the beautiful buildings and the Londoners who choose to call it home,” said Daniel Lee, chief creative officer at Burberry.
Burberry’s Back to the City campaign.
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The campaign features a handful of colorful characters, including musician Jimothy Lacoste, who produced an exclusive soundtrack for the film; TikTok’s Bus Aunty, otherwise known as Bemi Orojuogun, who goes around posing with the city’s famous red buses, and models Nora Attal, Rubuen Bilan-Carroll and Libby Bennett.
“It’s the personality of its people that makes London feel so unique. Something you’ll find woven into the very fabric of Burberry,” said Lee.
The campaign’s tongue-in-cheek humor is light and fun — elements that Burberry chief executive officer Joshua Schulman along with Lee have been incorporating into the British brand.
Burberry’s Back to the City campaign.
The red double-decker bus follows the city’s bus tour routes that spotlight London’s cultural landmarks, from the National Gallery and the London Eye to Trafalgar Square.
The campaign is a stylish tour with the cast wearing pieces from Burberry’s fall 2025 collection, as well as new items such as the Fitzrovia, a new trenchcoat style with a double-breasted button closure; throat latch; epaulettes; a B buckle belt, and side button welt pockets.
Other items that can be spotted throughout include a field jacket, a leather bomber jacket and the Strand bag that uses quilting and the brand’s knight logo.