In a surprising yet seamless move, Burberry proves once again that it can capture and redefine contemporary culturewithout losing sight of its heritage. Following a series of campaigns that blend nostalgia, modernity, and refinement, the British fashion house unveils an unlikely collaboration with Bemi Orojuogun—better known as Bus Aunty, a viral TikTok sensation.
The campaign, titled Back to the City, is a vibrant love letter to London as a multicultural and creative hub. Drawing inspiration from Orojuogun’s viral clips posing in front of red double-decker buses, Burberry transforms the concept into a high-fashion editorial, placing emerging models and London personalities aboard a bus-turned-moving-catwalk.
Creative Director Daniel Lee frames it as a guided tour of London, spotlighting the people, skyline, and architecturethat shape the city’s identity. The cast features Nora Attal, Ruben Bilan Carroll, and Libby Bennett, alongside musician Jimmy Lacoste, who created the original soundtrack for the project.
With Back to the City, Burberry masterfully fuses tradition with zeitgeist, reaffirming its place as a storyteller of British identity—one that’s equally at home in heritage archives and viral culture.
Photos: Burberry