Burberry is officially the headliner of the season. For its latest campaign, the brand taps into the raw, electric spirit of British music culture, with creative director Daniel Lee bringing together a cross-generational cast.

From music legends like Liam Gallagher and Goldie to rising stars like Seungmin, Loyle Carner, Chy Cartier, and John Glacier—plus fashion icons Cara Delevingne and Alexa Chung—the campaign also spotlights the next-gen Gallagher trio: Lennon, Gene, and Molly Moorish-Gallagher.

Courtesy of Burberry

Directed by Kim Gehrig and shot by Drew Vickers, the visuals capture the swagger and grit of British festival life with stacked speakers, rain-slicked fields, and everything happening all at once. Whether it’s the candid moments where crowd and performer, off-duty and onstage, collide. “Think of the campaign like a collage,” says Daniel Lee. “It’s made up of candid moments, off-duty fans, headline acts, and everything in between.”

Taking center stage is Liam Gallagher (who, since the mid-’90s, is no stranger to the Burberry parka), wearing his own Spring/Summer 2018 piece by Christopher Bailey — a design now being reissued in limited quantities this July.

Courtesy of Burberry

From stomping through mud to raving in the rain, the garments are built for the mess and the magic of a proper British summer. Rubber boots, bucket hats, mini kilts, tees-as-dresses, and slick outerwear designed to power through with attitude. “I have a Burberry bucket hat that I’ve worn to a couple of festivals — it’s easy to fold up, stash in your pocket, and keeps your head dry during those inevitable showers. Winning,” says Delevingne, nodding to the label’s festival-ready flair. That same spirit carries through the collection, with the signature Check pattern splashed across.

“Burberry has always been a part of the fabric of the UK,” says Goldie. “You’d spot the Check on the underside of a hat or the lining of a jacket — then it flipped, loud and proud.” It’s that shift from hidden accent to unmistakable signature that speaks to the brand’s icon status. You only need a glimpse to know exactly what it is.

Courtesy of Burberry