The Moment & Its Players

Burberry has once again ignited headlines, this time through an unexpectedly charismatic collaboration. The Fall 2025 “Back to the City” campaign features TikTok phenomenon Bemi Orojuogun - affectionately known as “Bus Aunty” - alongside rising models and creative talent on a cinematic tour of London. It’s a collision of internet culture and luxury heritage, set against the rhythm of the city’s streets.

The Cultural Spark: Why It Resonates Now

Burberry smartly taps into the everyday appeal of Bus Aunty - someone already beloved for her joyful, unfiltered content - and elevates her into a high-fashion narrative. The campaign isn’t just about garments; it’s about character, community, and London as a cultural hub. The use of the open-top red bus, prominent landmarks like Trafalgar Square and the London Eye, and the bespoke soundtrack by Jimothy Lacoste all reinforce a layered, multi-sensory connection to place and identity.

Supporting Stats: Brand Momentum & Cultural Data

Re-entering cultural relevance: Burberry has returned to the Lyst Index in Q2 2025 after a year-long absence, ranking 17th among the world’s hottest fashion brands. It outpaced heritage and trend-driven peers like Gucci and Valentino.
Context of return: Industry commentary credits a revitalised festival-season campaign, sharper menswear lines, and “sensible pricing” on leather goods for restoring buzz around the brand.

Decision: Did It Work?

Yes - it worked, both culturally and strategically.

Culturally astute: By incorporating Bus Aunty - a genuine internet figure with roots in London’s heart - Burberry achieves authenticity while retaining aspirational allure.
Strategically smart: The campaign capitalises on Burberry’s hot streak in consumer interest, reinforcing the brand’s renewed momentum with a story rooted in place, personality, and platform.
Creative with substance: This isn’t trend-chasing for its own sake. The layered imagery, soundtrack, and casting reflect a considered vision of British identity - one that feels inclusive, dynamic, and telling of Burberry’s evolving narrative under Daniel Lee.

Key Takeouts

Who & What: Burberry’s Fall 2025 “Back to the City” campaign stars TikTok’s Bus Aunty (Bemi Orojuogun), alongside models Nora Attal, Rubuen Bilan-Carroll, Libby Bennett, and musician Jimothy Lacoste (soundtrack).
What worked:
- Aligned brand identity with London’s vibrancy and personality.
- Leveraged a real, beloved figure to bring warmth and relatability.
- Snowballed existing momentum with a visually and sonically rich narrative.
Cultural signal: Burberry is leaning into “place as personality” - treating London not just as backdrop, but as protagonist. That signals a broader creative direction prioritising local authenticity over global polish.
Lesson for brand marketers: Collaborations succeed when they aren’t just surprising - they need to feel inevitable in hindsight. This feels like that.

What’s Next?

Momentum copycats? Expect other luxury houses to seek collaborations with everyday cultural figures - a way to stay grounded while speaking to digital culture.
Audience pull-in: Burberry may deepen loyalty among London-identifying communities and savvy younger consumers who value realness and rootedness.
Trend or one-off? The campaign leans into a cultural undercurrent - local storytelling, digital-native talent, cross-platform resonance - that feels durable, not ephemeral.
Risk of fatigue? If every brand taps a meme figure, the impact could dilute. The key will be curation - choosing figures with genuine alignment and narrative heft.

Final Call

This is smart, strategic brand storytelling - culturally resonant and creatively grounded. It makes Burberry feel both of its time and of its place.