The Fall of Burberry

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It’s all going wrong for Burberry, the iconic British luxury brand! After a global decline in sales and its removal from the prestigious FTSE100 index, all eyes were on London Fashion Week to unveil the Spring-Summer 2025 collection. The suspense was palpable: would Burberry succeed in bouncing back or sink even further?

Spoiler: even though the brand is going through a rough patch, it still has some major fans, like Zendaya, who wore one of the looks from the new collection at the National Theatre in London for the promotion of the film Dune 2. We’re here to tell you all about this free fall (but stylish) of the icon in its legendary tartan!

Burberry: An Iconic British Brand!

Since its inception in 1856, (yes, the luxury house is no longer very young as it boasts 168 years under its belt!) Burberry has established itself as an emblematic house of British luxury, globally recognized for its legendary trench coat and its beige tartan print with black, red, and white checks; it is the only English luxury brand and represents British elegance!

The arrival of Daniel Lee as creative director in 2022, succeeding Riccardo Tisci, aimed to modernize the brand while retaining its DNA. His mission at Burberry? To reinterpret the house’s heritage while infusing a contemporary, even avant-garde spirit throughout the collections.

The Numbers Behind Burberry

To better understand Burberry’s situation and the brand’s future, it’s essential to look at a few figures:

• Burberry exited the FTSE100 index this month for the first time in fifteen years, according to Fashion Network. Shares have dropped more than 75%, a sad record since the last drop in April 2023. 
• The company, which employs 9,169 people, might cut 400 jobs to offset the revenue shortfall.
• In a recent report, Burberry announced that it had lost 23% of its revenue in Asia compared to last year, including 21% in China and 23% in the USA.

The New Burberry Collection 2025 at London Fashion Week

Unfortunately, the latest collection is unlikely to reignite sales! Unveiled at London Fashion Week, the Spring-Summer 2025 collection was a resounding flop. At a time when Burberry could hardly afford bad publicity, the show failed to win over the audience.

Criticized for its lack of coherence and creativity, the collection disappointed with its absence of avant-gardism and modernity. The combinations, such as those between dress and coat or trench and feathers, appeared superficial and uninspired.

Although Daniel Lee revisited the brand’s classics, particularly the iconic trench coat, introducing new materials, the spark just didn’t ignite. The show concluded on a disappointing note, leaving an audience, to say the least, perplexed and lacking enthusiasm.

image in featured: Burberry runway, Spring-Summer 2025