London: Burberry, the century-old British fashion house, took the spotlight at London Fashion Week with a runway show that is being seen as a decisive test of its revival strategy. Under the leadership of CEO Joshua Schulman and creative director Daniel Lee, the brand is repositioning itself by re-embracing its heritage, sharpening its design focus, and aligning fashion creativity more closely with commercial realities.
For Burberry, the trench coat remains the centerpiece of identity. The company’s recent campaigns have featured prominent British figures such as Oscar-winning actress Olivia Colman and musician Liam Gallagher, reinforcing its image as a custodian of British style. This marketing approach is designed to restore a sense of recognisability that Schulman believes was diluted by past experiments that leaned too heavily into niche or avant-garde territory.
Creative director Daniel Lee, now three years into his tenure, finds himself operating under clearer business guardrails than many of his predecessors. While his talent for design remains crucial, Schulman has made it clear that Burberry’s future lies in balancing artistry with commercial viability. Analysts note that the runway collection was less about bold risks and more about re-establishing confidence in the brand’s core identity.
From an investor standpoint, Burberry’s revival is under intense scrutiny. Since Schulman’s appointment last year, the company’s shares have risen by roughly 50%, helped by measures such as a 20% workforce reduction and a tightening of expenses. Still, the sales story is less impressive: comparable sales have declined for seven consecutive quarters, though the most recent quarter showed only a marginal 1% drop. With the autumn-winter season historically strong for the brand, this collection could prove pivotal in reversing that downward trend.
London Fashion Week therefore became more than a stage for new designs it was a platform for reassurance. Industry observers and customers alike were watching closely for signals that Burberry’s renewed focus on its heritage and its hallmark trench coat could resonate with modern buyers. A positive reception could set the tone for a sustained turnaround, while lukewarm interest may push the company to rethink its balance between tradition and innovation.
In the fiercely competitive luxury fashion market, Burberry’s efforts highlight a wider trend: heritage brands are re-grounding themselves in their roots while seeking fresh ways to connect with global audiences. For Burberry, the current season is more than a collection launch it is a defining chapter in the story of its survival and resurgence.