Burberry has released its fall 2026 campaign, set on the streets of London during rush hour and built around stylish commuters moving through the city. The campaign translates the rain-soaked, trench-led vision that Daniel Lee, Burberry's chief creative officer, presented on the runway at London Fashion Week in February 2026 WWD.

Filming locations include Blackfriars Bridge, a Tube station entrance, and a Southbank office overlooking the London skyline. The campaign video is narrated by Matthew Streeton, one of the voices behind London's transport announcements — the kind of detail that pins the whole thing to a specific city and its daily rhythms.

The clothes centre on the trench coat, the garment Burberry has been making since before it became a fashion item. The campaign highlights the Foxfield trench, a 1970s archival design cut in tropical gabardine, a lightweight, tightly woven cotton fabric originally developed for hot-climate military use. It also features the Leadenham, a relaxed-fit nylon trench, and the Mayfair, a cropped trench jacket in leather and wool twill. Around those pieces: double-breasted coats, pinstriped jackets, check-trimmed polo shirts, cashmere knits, wool blanket capes, pointed pumps, and riding boots.

Lee's fall 2026 collection, described at its showing as an ode to the trench and to London, aimed to explore what he called new trench territory, putting a feminine spin on a coat that began as a World War I British military garment The Impression. The runway versions were cut into soft, easy shapes designed to be thrown on at the end of the night.

What gives the campaign its sharper edge is the bag story. Burberry is embracing the phrase "ludicrously capacious" — a line from the HBO television series Succession, in which a character dismisses a giant Burberry tote brought to a billionaire's party as a social mistake. The scene went viral: after the Succession season premiere, search interest in Burberry handbags spiked 310 percent WWD. Rather than distance the brand from the joke, the fall 2026 campaign leans into it, reframing "ludicrously capacious" as something to own rather than apologise for.

The campaign follows a run of Burberry seasonal pushes under Lee. The summer 2026 campaign, fronted by the model Twiggy and Maya Wigram, celebrated British summer festivals and the relationship between fashion and music. Before that, an "A Good Sport" campaign drew on Britain's football culture, moving from the pitch to the stands. Each has kept London and Britishness as the through-line — the fall 2026 rush-hour setting is the latest version of that strategy, with the added twist of a pop-culture meme turned into a marketing position.

For shoppers, the campaign puts the trench coat — in its archival, nylon, leather, and cropped forms — at the centre of what Burberry wants to sell this autumn. And it dares anyone who heard "ludicrously capacious" on television to say it to Burberry's face.