In the heart of winter, Burberry unveils a cinematic celebration of British heritage and festive warmth. The 2025 holiday campaign, ’Twas The Knight Before…, directed by Academy Award winner John Madden, brings together elegance, humour, and craftsmanship in a story that captures the intimacy of Christmas in London. The film gathers an ensemble of Britain’s most recognisable talents inside a grand townhouse glowing with candlelight, where laughter, conversation, and the soft gleam of trench coats fill the air.
A Celebration of British Warmth
Jennifer Saunders, one of the country’s most beloved comedians, takes the role of host, welcoming friends to a holiday gathering alive with charm and wit. Among the guests are Naomi Campbell, Rosie Huntington-Whiteley, Ncuti Gatwa, and Son Heung-min, each dressed in pieces that embody Burberry’s heritage of precision tailoring and understated luxury.
The film opens on a cold London evening. Through the frosted windows of the townhouse, the scene glows in amber tones as coats are hung, gifts exchanged, and glasses raised. The atmosphere feels authentically British, equal parts sophistication and self-aware humour. There is no runway, no performance, only the warmth of shared company. Burberry’s festive story unfolds through gestures: the drape of a trench over a chair, the rustle of silk scarves, the flicker of a fire reflected in glass.
Under Creative Director Daniel Lee, Burberry’s campaigns have embraced emotion over spectacle. ’Twas The Knight Before… continues that shift. The title, a playful nod to the brand’s Equestrian Knight motif, ties Burberry’s modern identity to its heritage while capturing the anticipation and romance of the season.
Craftsmanship and Character
Every garment featured in the film speaks to the house’s devotion to craftsmanship. Jennifer Saunders wears the Heath quilted cape in tones of brown and beige, trimmed with corduroy and detachable shearling, a piece that feels both familiar and refined. Naomi Campbell’s Trerose trench is sculpted in water-resistant cotton, finished with a bow collar and brushed-metal fastenings. Rosie Huntington-Whiteley glides through the scene in the Fitzrovia trench, tailored with a full skirt and engraved gold buttons crafted in Burberry’s Castleford atelier. Ncuti Gatwa wears a marsh-green trench lined with the Burberry Check and detailed with leather buckles, while Son Heung-min’s Harrogate duffle coat in deep forest green features horn toggles and soft wool stripes.
Together, these looks represent the continuity of Burberry’s design legacy. The silhouettes are classic, yet Daniel Lee introduces a modern ease that softens their formality. The brand’s codes: the trench, the duffle, the cape, are not simply repeated but reinterpreted for a generation that values authenticity as much as artistry.
The Setting of a Story
Madden’s direction transforms the townhouse into a stage for togetherness. The film glides from room to room, from the glow of the entryway to the quiet intimacy of a dining table dressed in crystal and oak. Soft music swells as conversation fills the space. A glass of champagne is lifted; laughter drifts through the hall. The camera lingers on textures rather than faces: wool against wood, glass against light, candle smoke curling in the air.
This attention to atmosphere lies at the core of Burberry’s identity. The campaign distils the sensory elements of a London Christmas: the scent of pine, the muffled hum of snow outside, the subtle rhythm of a city slowing for the holiday. It captures not extravagance but emotion, translating craftsmanship into feeling.
Gifts of the Season
Beyond the film, Burberry extends its festive vision into a collection of accessories and ready-to-wear designed for gifting. Cashmere scarves in winter hues, structured leather totes, and elegant fragrances such as Burberry Hero and Burberry Goddess echo the refined palette of the campaign. Each piece carries the quiet confidence of the brand, understated, tactile, and enduring.
Burberry also brings its story to life through partnerships across cities. In London, the house once again collaborates with Claridge’s, adorning the hotel’s Christmas tree with fabrics and ornaments drawn from its archives. Across the Atlantic, Bloomingdale’s in New York is transformed with a façade wrapped in an oversized Burberry Check scarf, while inside, a cottage-style installation invites visitors to personalise scarves and sweaters with embroidered initials. These activations reflect Burberry’s vision of modern luxury, immersive, crafted, and deeply rooted in heritage.
A New Chapter Under Daniel Lee
Since taking the creative helm, Daniel Lee has guided Burberry into a renewed era of sophistication. His aesthetic embraces British character without nostalgia, combining structure with fluidity and confidence with restraint. ’Twas The Knight Before… exemplifies this philosophy. It balances humour with craftsmanship, grandeur with intimacy, and design with humanity.
The cast itself mirrors the brand’s evolution. Naomi Campbell embodies timeless glamour; Rosie Huntington-Whiteley reflects sculptural femininity; Ncuti Gatwa brings youthful energy; and Son Heung-min bridges global culture with British spirit. Together, they form a modern portrait of the Burberry family, international, elegant, and effortlessly connected.
The Spirit of Togetherness
As the evening draws to a close, the music softens. Snow begins to fall across London, settling against the windowpanes of the townhouse. Jennifer Saunders raises her glass, surrounded by friends whose laughter fades into the night. The moment lingers gently, human and profoundly Burberry.
The campaign concludes not with spectacle but with stillness. It reminds us that the true essence of celebration lies in connection and craft. Every frame of ’Twas The Knight Before… is a tribute to the values that define the brand: authenticity, artistry, and the enduring beauty of British design.
Through its cinematic storytelling, Burberry transforms the holiday season into something quietly extraordinary. It captures the elegance of winter nights, the intimacy of gathering, and the grace of a house that continues to redefine luxury through emotion and form.
Written by: Linh Giang Nguyen
Published on: 11th November 2025