The Burberry Check scarf has never been just a scarf. It began as an accessory associated with the British elite, but popular culture quickly claimed it as its own symbol. Its history is marked by constant appropriation: it became an emblem of Cool Britannia, a sign of identity in soccer stadiums, and a media object when luxury decided to distance itself from what the working class had embraced. Its strength has always been there: it belongs to whoever wears it, and that’s a lot of people.
Burberry’s new campaign is all about that. Burberry puts the scarf front and center with a cast that speaks for itself: Olivia Colman, Mona Tougaard, Liu Wen, Lucky Blue Smith, Amelia Gray, and Tyson Beckford—it’s not just a celebrity draw, but a way to show how an accessory can change depending on who wears it. The same scarf. Six different stories. Six ways to belong. An accessory for everyone.
Production remains a key argument. The scarves are woven in a family-owned mill in Scotland, which has been in operation since 1797 and has been working with Burberry for over 125 years. The cashmere is worked on traditional looms and brushed with natural carding brushes to achieve the soft finish that characterizes them.
In terms of experience, Burberry is reinforcing the scarf as a gateway to its universe with the expansion of the Scarf Bar in flagship stores such as Regent Street in London, 57th Street in New York, Ginza in Tokyo, and Plaza 66 in Shanghai. This is a space where customers can explore more than 30 shades of the Check, different materials—from cashmere to silk—and a monogramming service that allows them to personalize their scarves with initials and icons. The idea is clear: to make the piece personal without losing the history that precedes it.
Few pieces can claim to have been everywhere without becoming empty.
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