Burberry is continuing the ongoing brand platform It’s Always Burberry Weather with a new instalment starring the likes of actors Richard E Grant, Kate Winslet, Nicholas Hoult and Jodie Turner Smith.

Each character appears as part of one longer film as well as in individual cuts, reviving the vignette approach used in last year’s autumn campaign starring the likes of Olivia Colman and Barry Keoghan. Whereas those had a quirkier tone, the new films are thickly romantic, drawing inspiration from 1990s and 2000s rom coms. Although London in Love is the brand’s summer 2024 campaign, the timing of the launch just ahead of Valentine’s Day is apt.

This romantic lens applies not just to the scripts but to the environments too, with London shown in a decidedly rose-tinted light – even when the rain inevitably strikes. “It’s about humour, optimism and, of course, the unpredictability of our great British weather,” says Burberry chief creative officer Daniel Lee.

The weather doesn’t just serve a dose of reality; it also nods to weather-proof qualities of its clothing. One clip sees Naomi Campbell nestling into a knight, a reference to Burberry’s historic symbol, which was revived in 2023 after Lee took the helm the prior autumn.

The knight also appeared gliding through London on a scooter in a campaign teaser on social media, joining a slew of playful social films highlighting unpredictable British weather (and the clothes and accessories that will help you get by) using everything from billowing scarves to windswept Old English Sheepdogs. It’s on social that the brand appears to be having the most fun at the moment, with other examples including archival imagery adapted for the modern day using AI.

The campaign was directed by David Lane, creative director of The Gourmand and founder of his eponymous agency, Lane Associates. It will also play out across a stills campaign shot by Drew Vickers and store displays that bring the temperamental spring weather indoors.

laneandassociates.co