Burberry is leaning into its British roots — and the cultural endurance of reside music — in a brand new marketing campaign headlined by Liam Gallagher, Goldie, and a multigenerational roster of musicians, fashions and magnificence icons.

Timed to competition season, the marketing campaign repositions the heritage home not simply as a style staple however as a fixture of the summer time music circuit. Inventive director Daniel Lee likens the challenge to a “collage” — a mashup of candid portraits and brief movies that mix backstage entry with street-style grit. “Burberry sits on the middle of the summer time calendar,” Lee stated in a press release. “It’s each a way of artistic expression and go-to uniform for competition goers.”

Directed by Kim Gehrig and lensed by photographer Drew Vickers, the marketing campaign options an ensemble forged that reads like a Coachella-meets-Glastonbury entrance row: Gallagher and his youngsters Lennon, Gene, and Molly Moorish-Gallagher; music and style veterans Goldie, Alexa Chung, and Cara Delevingne; rising stars like Chy Cartier, Seungmin of Stray Youngsters, Loyle Carner, and John Glacier.

In a standout second, Gallagher wears his personal archival Burberry parka from Christopher Bailey’s Spring/Summer season 2018 assortment — a bit now slated for a limited-edition reissue, set to drop in shops and on-line this July.

The gathering itself doubles down on ‘90s revivalism and competition performance. Highlights embody weatherproof Highland purses in jacquard Test, rubber Marsh boots, and Burberry’s signature capes and Harrington jackets. Mini kilts are styled with washed-satin trenches, argyle knits are threaded in tonal Test, and crossbody baggage nod to traditional rainwear silhouettes. Even the jewellery riffs on British folklore, with frog charms, protect motifs and equestrian accents.

Goldie, a pioneer of UK jungle and drum & bass, sums up the model’s street-to-stage journey: “Burberry has all the time been part of the material of the UK… you see it on the underside of a hat or the within of a jacket. After which it begins to reverse itself.”

Scoring the marketing campaign is Liquid’s “Candy Concord,” a 1991 breakbeat anthem that continues to echo throughout competition fields greater than three many years later.

Store among the finest items featured in Burberry’s marketing campaign beneath: