Burberry’s new ‘Her’ campaign with Olivia Dean signals a fresh creative direction

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Synopsis

Burberry’s latest chapter in its ‘Her’ fragrance line introduces singer-songwriter Olivia Dean as the new face of its campaign. Shot on film, the campaign embraces femininity, creativity, and urban individuality—reflecting both the spirit of London and Burberry’s evolving brand identity.

Summary

Burberry has unveiled a new campaign for its ‘Her’ fragrance, positioning British singer-songwriter Olivia Dean as the brand’s newest muse. The campaign marks a fresh creative direction for the luxury label, blending intimate storytelling with the spirit of modern femininity.

Filmed on location in London and shot entirely on film by photographer/filmmaker Rosie Marks, the campaign spotlights Dean in a candid, documentary-style visual narrative. The short film features the artist in a series of everyday moments—singing, travelling, connecting with people—set against the backdrop of her home city. This approach underscores the campaign’s intent to capture authenticity and individuality over high-gloss perfection.

For Burberry, this is more than just a product campaign—it’s a statement of brand identity. By choosing a rising British artist known for her soulful music and grounded presence, the brand moves towards a narrative that celebrates creativity, connection, and self-expression. Olivia Dean herself described the collaboration as “a celebration of femininity and creativity in all forms.”

This campaign also signals a broader evolution in Burberry’s marketing playbook. The brand has been steadily shifting from traditional fashion tropes to more relatable, artist-led storytelling—seeking to engage a younger, more culturally attuned audience.

The ‘Her’ fragrance line, which originally launched with Cara Delevingne in 2018, has since become one of Burberry’s signature olfactory statements. This latest campaign breathes new life into the product, aligning it with the brand’s current focus on storytelling, authenticity, and artistic expression.

By connecting its scent with a lived experience and an emerging voice in British culture, Burberry reaffirms its place as both a heritage brand and a modern storyteller.