In 2026, Burberry isn’t just selling clothes; it’s selling a “return to sanity.” After a few years of trying to convince the world that it was a high-concept Italian leather goods brand, the British giant has remembered its true superpower: making people look chic while they’re being rained on.
Under the “Burberry Forward” strategy led by CEO Joshua Schulman, the brand is finally listening to the customers who just wanted a really good trench coat and a scarf that says “I own a labradoodle and a country house.” Here is the breakdown of why Burberry is finally finding its stride again.
photo: @Burberry
1. The 170-Year Flex: The Gabardine Capsule
To celebrate nearly two centuries of Thomas Burberry’s genius, the House has dropped a Gabardine Capsule. This is a love letter to the fabric that outlasted the Titanic and dressed polar explorers.
The Style: Think parkas, Harrington jackets, and bombers reimagined in hamper beige and juniper green.
The “Country” Vibe: Each piece features a retro 1993-inspired label that reads: ‘Burberrys grew out of country life’. It’s a subtle nod to the fact that the brand belongs in the mud of Snowdonia just as much as the streets of Soho.
The Movie: To prove the gear actually works, they filmed a campaign in the unpredictable Welsh weather. Because nothing says “British Luxury” like looking fabulous while a gale-force wind tries to ruin your hair.
2. Giddy Up: The Year of the Horse 2026
Burberry is hitting the Lunar New Year with a literal “Knight” in shining armor.
The Motif: The famous Equestrian Knight Design (EKD) has been given a “watercolor and ink” makeover. It appears as metallic embroidery and cross-stitch badges on everything from quilted jackets to scarves.
The “New Red” Check: In a brilliant move for the Chinese market, they’ve released an exclusive red Burberry Check. It’s luck, prosperity, and status, all wrapped in one iconic pattern.
The Artistry: They’ve even teamed up with the wallpaper wizards at de Gournay to hand-paint store windows in China. It’s “Quiet Luxury” meeting “High Art.”
photo : @Burberry
3. The Corporate “Trench” Clean-up
Behind the scenes, the brand is undergoing its own “structural repair.” On December 5, 2025, Burberry appointed two new heavy hitters:
Matteo Calonaci (COO): The man in charge of the supply chain. His job is basically making sure those coats get from the Yorkshire factory to your closet without a hitch.
Johnattan Leon (Chief Customer Officer): He’s the “Retail Excellence” guru. If your store experience feels more like a private club and less like a department store, you can thank him.
A Funny Note: The “Weatherproof” Stock Price
For a while, Burberry’s stock price was like a British summer—mostly grey with a high chance of disappointment. But since Schulman took over, the shares have been “going bananas.”
The Reality Check: In November 2025, Burberry reported its first quarterly sales growth in two years. It turns out that when you stop trying to be the “British Gucci” and start being the “Best Burberry,” people actually buy the clothes.
The funny part? Investors are so happy about the “back-to-basics” approach that they’ve forgiven the brand for firing 1,700 people last year. It’s a classic fashion turnaround: Cut the staff, keep the Gabardine, and hope the horse wins the race.
