fashion

February 24, 2026

Burberry is back on brand as a purveyor of the classic British coat

Designer Daniel Lee’s trenchcoats and bomber jackets fizz with urban energy in collection that embraces bad weather

Burberry is back on brand as a purveyor of the classic British coat

TL;DR

  • Burberry has re-entered the FTSE 100 after a year out of the charts, with demand up 239% year-on-year.
  • The classic Burberry check scarf was the fourth hottest fashion item in the last quarter of 2025 according to the Lyst index.
  • Designer Daniel Lee's latest collection emphasizes urban energy and embraces rainy weather, featuring enhanced outerwear.
  • The brand is focusing on aspirational customers willing to invest in heritage coats, positioned below super-luxury brands.
  • The turnaround has coincided with a global workforce reduction of 1,700 jobs.

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