Burberry is back on brand as a purveyor of the classic British coat
The Guardian World
by Jess Cartner-MorleyFebruary 23, 2026
AI-Generated Deep Dive Summary
Burberry has reclaimed its position as a leading British fashion brand with its latest collection, which emphasizes urban energy and weather-appropriate attire. Designer Daniel Lee's designs, including vibrant trenchcoats and bomber jackets, resonate perfectly with the current season of record-breaking rain. This timely alignment has not only boosted the brand’s relevance but also contributed to its return to the FTSE 100 index last autumn after a period of decline. The surge in popularity is evident in the Lyst index, where Burberry's classic check scarf ranked as the fourth most sought-after fashion item in late 2025, with overall demand skyrocketing by 239% year on year.
The brand’s renewed success can be attributed to its ability to tap into the zeitgeist of British weather and urban lifestyle trends. Lee’s collection reflects a modern aesthetic while staying true to Burberry’s legacy as a purveyor of iconic British outerwear. This shift has not only revitalized the brand but also positioned it as a key player in global fashion, particularly among consumers seeking both style and functionality for inclement weather.
In an era where sustainability and adaptability are crucial, Burberry’s focus on practical yet trendy designs caters to a growing demand for versatile clothing. The brand’s resurgence underscores its ability to balance tradition with innovation, making it a standout in the competitive fashion industry. This comeback also highlights the importance of aligning product offerings with cultural and environmental contexts,
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Originally published on The Guardian World on 2/23/2026