Burberry marked its 170th anniversary with a campaign built around the people wearing its clothes. “170: The Anniversary Portraits,” photographed by Jack Day across London, New York, Seoul, and Shanghai, brought together 170 individuals in ten signature outerwear styles. Public figures, local residents, and Burberry employees appeared on the streets, each bringing a different approach to the same wardrobe.

Courtesy of Burberry

“For 170 years, our outerwear has adapted to the weather and the way we dress,” Daniel Lee said. The portraits made that point through styling and setting, showing how a familiar coat looks different from one person to the next.

Courtesy of Burberry

Outerwear has defined Burberry since Thomas Burberry established the business in Basingstoke in 1856. He developed gabardine in 1879, creating a breathable, weather-resistant fabric that went on to equip polar explorers. The trench later evolved for military use during the First World War and remains a fashion icon more than a century later. The new portraits brought that history into everyday city life, revisiting the approach of “Art of the Trench,” Burberry’s 2009 online project documenting people wearing its coats around the world.

The outerwear reworked familiar shapes through material and cut, from the structured Kensington trench and softer, raglan-sleeved Waterloo to Kensington versions in burgundy nappa leather and long cashmere. The Hastings came in brushed grey-mélange cashmere, while a shearling-collared cape was lined in House Check. Puffers added sportier proportions: the Highlands featured glossy nylon with a tonal woven check, and the Ambleside paired yarn-beige House Check with black zip taping. Countryside references appeared in the Rosedale’s check-patterned quilting and the reversible Brighton overshirt, which paired shale green with a bold check.

Courtesy of Burberry