Burberry partners with TikTok’s viral sensation ‘Bus Aunty’ for its new campaign

In a move as unexpected as it is successful, Burberry once again demonstrates its ability to interpret and reinterpret contemporary culture. The British house, which in recent months has reaffirmed its iconic status thanks to campaigns that combine nostalgia, modernity, and a refined vision of its heritage, presents a collaboration that no one saw coming: Bemi Orojuogun, better known as Bus Aunty, a viral TikTok phenomenon.

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The campaign, titled Back to the City, celebrates London’s essence as a multicultural and creative epicenter. Inspired by the viral video of Orojuogun—filming himself posing in front of iconic red double-decker buses—Burberry’s approach translates this aesthetic into an editorial context: emerging models and London personalities captured aboard a bus that doubles as a moving walkway.

“Think of it as a guided tour of this incredible city,” says Daniel Lee, Burberry’s Creative Director. “It’s the personality of its people that makes London unique, something that’s woven into the very essence of the brand,” he adds. The campaign, according to Lee, is a “celebration of its unmistakable skyline, its architecture, and the Londoners who choose to call it home.”

The carefully selected cast includes Nora Attal, Ruben Bilan Carroll, and Libby Bennett, along with musician Jimmy Lacoste, responsible for the original soundtrack that accompanies the campaign. With Back to the City, Burberry confirms its ability to merge tradition and zeitgeist with surgical precision, reaffirming its role as a contemporary storyteller of British identity.

Burberry is gearing up for an unforgettable summer under the vision of Daniel Lee.