Burberry Launches ‘Escape to the Countryside’ Campaign

Burberry welcomed audiences into July with the reveal of its Fall 2026 collection, which features the fashion debut of musician Moses Martin. The hero film follows a group of friends escaping city life and opting instead for a picturesque summer getaway to the country, filled with a light carefree tone and designed to highlight the luxury of taking life slowly.

The campaign has been rolled out on the company’s global social media platforms, with many fashion magazines such as fashionela already labelling the combination of timeless and modernisation a strong strategy from Burberry, seeing them both welcome back their target audience and open the market to a new demographic.

Paying homage to Burberry’s roots

Chief Creative Officer Daniel Lee pays homage to the brand’s roots of the British outdoors by shooting at English manor estate Deene Park in Northamptonshire. Designed to create an effortless image of elegance, Daniel labels the campaign as a distinctly British idea, saying that “a road trip is a very British thing to do – getting into your car, heading out to the countryside and seeing where the day takes you”.

 As we watch the day unfold throughout the campaign, Daniel says that he believes a sense of exploration and adventure has shaped Burberry for a long period of time. The campaign has been directed to capture Burberry’s heritage while also giving it a freshly modernised perspective.

“That idea of exploration has always been part of Burberry,” he says. “Listening to music on a long drive becomes part of the memories you make along the way.”

By acknowledging and celebrating the brand’s 170-year-old history, Burberry is looking to add heritage to this new collection, positioning itself in a nostalgic market to audiences. This is a goal supported by photographer Chris Rhodes, who shoots the campaign through warm colours to make it feel simplistic and understated.

The quietness of Burberry

Since founded by Thomas Burberry in 1856, Burberry has always focused on timeless utility and refined heritage as opposed to flashy logos and bold colours. The “Escape To The Countryside” campaign reinforces this through subtle inclusions of pieces from the collection, such as a summer hat or a travel bag being removed from the car the group of friends are filmed travelling in. 

Everything in this marketing campaign has been planned to represent a leisurely adventure, from the frequent stops throughout the road trip to view the quiet villages, to the rolled down windows and gentle wind breezes to reflect the excitement of summer.

This latest campaign follows on from the launch of Burberry Forward – the company’s turnaround strategy designed to help the luxury retailer return to profitability through its traditional British heritage. 

To achieve this, Burberry has been focusing on its bestselling items – including trench coats and scarves with the iconic check pattern – after a push towards modernisation alienated core audiences. 

“I couldn’t be more proud of the progress we are making together on Burberry Forward,” says Joshua Schulman, CEO of Burberry. “The passion and commitment of our colleagues, customers and business partners give me confidence in the path ahead.”