Burberry Spring/Summer 2025 Window Display Installation, Chengdu Taikoo Li China.

SDD25/13_01: Burberry’s Spring/Summer 2025 visual merchandising at its Chengdu Taikoo Li boutique is a masterclass in storytelling, seamlessly integrating London’s unpredictable weather into its retail experience. Under the theme “It’s Always Burberry Weather,” the window display features the brand’s iconic trench coat set against a backdrop of hazy rain and blooming wisteria, evoking the romantic essence of London. Complementing this, Chinese supermodel Liu Wen stars in the brand’s advertising campaign, embodying the spirit of Burberry’s new collection with imagery that captures the beauty of rain-soaked streets. The theme extends beyond the store, as Liu Wen also graces the April 2025 VOGUE China cover in a rain-drenched editorial wearing Burberry’s latest designs, creating a seamless connection between advertising, editorial, and retail storytelling.

This campaign exemplifies how Burberry balances heritage with innovation, using weather as a metaphor for its evolution. The trench coat, long synonymous with the brand, anchors the narrative, while modern, immersive visuals make it relevant to a new generation. By weaving iconic elements like the trench coat and British plaid into fresh, emotionally resonant experiences, Burberry reinforces its leadership in luxury retail design. The campaign demonstrates that redefining classics with contemporary storytelling not only preserves a brand’s legacy but also makes it compelling in today’s retail landscape, proving that sometimes, embracing the rain can be the most captivating way forward.

Pictures courtesy of Chengdu City CDC.

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