Burberry’s outerwear campaign, “It’s Always Burberry Weather,” launched last month, marks a clear change in direction. The British brand known for its trademark check went straight back to its heritage and eliminated references to its catwalk collections. The focus now is on outerwear and no longer on fashion. Such a tectonic shift raises the question of how long designer Daniel Lee, in place since 2022, is going to stay at the brand’s creative helm.
The new campaign gives a hint of what to expect when Burberry’s new CEO Joshua Schulman gives details about his strategy for the brand when it publishes its half-year results on November 14.
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