Burberry’s London Fashion Week Comeback: Daniel Lee Brings Heritage Back to the Runway

After challenging recent times marked by plunging profits, major job cuts, and dwindling market confidence, Burberry finally seems to be catching its breath. Under Creative Director Daniel Lee (also responsible for Bottega Veneta's comeback during the pandemic years), the brand staged its London Fashion Week show in a festival‑style tent with a sky‑blue ceiling, leaning into retro motifs, tarot prints, and British‑nostalgia outerwear like waxed parkas and fringed jackets.

The message was clear: Burberry is leaning into identity and heritage while injecting energy and relevance. The revival isn't purely aesthetic—Burberry was readmitted to the FTSE 100, a symbolic signal that investors are noticing its reinvigoration, too. This runway moment had everyone asking: is our beloved Burberry officially back?

Heritage with a Twist

What stood out most was how Lee took Burberry’s classics and reimagined them for 2025. The waxed parkas and check-trimmed jackets nodded to the brand’s outerwear roots, but the tarot prints and fringe gave it an eccentric, youthful edge. Bags and smaller accessories were Accessories also took center stage, from compact bags with heritage checks to rugged boots built for style and stamina. These bags and accessories were woven into looks more prominently than before—suggesting Burberry wants to stake its claim again in the handbag and accessories conversation. It felt like Burberry was saying: we’re back, and we’re not afraid to have fun.

Why Luxury Shoppers Should Care

For everyday luxury lovers, this revival matters because it could reshape what’s desirable—and valuable—when it comes to Burberry. Smaller handbags with check accents, statement bags in general, fringed boots, and heritage coats are poised to grab attention not just on runways, but also in closets. If you’ve been holding onto older Burberry classics, this renewed focus on heritage could breathe new life into them. With this brand reclaiming its heritage spotlight, you may see an uptick in demand (and therefore, resale value). And if you’re shopping now, it may be the perfect time to look at investing in both new and vintage Burberry pieces, before heightened interest spikes pricing.

The Bigger Picture Within Luxury

Burberry’s return to form isn’t just a feel-good fashion story. It reflects a broader moment in luxury: consumers want pieces with history and heritage, craftsmanship, and personality—not just logos. Brands that lean into their storied roots, while also making things feel fresh and new, are the ones turning heads and grabbing shoppers' attention.

The Key Takeaway: Burberry is Worth Watching Again

Daniel Lee’s Burberry is playful, British, and rooted in heritage in a way that feels authentic. For shoppers, it means Burberry’s bags and accessories may be on the upswing again. Whether you’re browsing resale platforms or eyeing the next new drop in stores, Burberry’s comeback is one of the most exciting fashion stories of the season.