Photo-Illustration: by The Cut; Photos: Courtesy of Burberry
Anyone in fashion knows that if you really want to find out how a brand or product is doing, have a chat with a store clerk. Burberry clearly knows this too, so much so that for its latest campaign, “170: The Anniversary Portraits,” the brand gathered 170 people, including internal team members and street-cast locals, to model ten of its signature trenches. (Yes, Burberry turns 170 this year and, for context, that makes the British fashion house older than the telephone.) Its outerwear silhouettes include the Waterloo, inspired by the first-ever Burberry trench, the quilted Rosedale jacket, and the classic Kensington, a coat worn by Audrey Hepburn, Rihanna, and Catherine, Princess of Wales. Rather than speaking with the more well known participants in the anniversary campaign — OG Anunoby, Lila Moss, and Pat Cleveland — we wanted to chat with four Burberry employees who have worked at the label for at least a decade. According to some who know the brand best, here’s why Burberry has survived so long, what makes its outerwear superior, and what its future should look like.
Position: Senior planning manager
Tenure: 10 years
Location: New York City
Photo: Courtesy of Burberry
First introduction to Burberry: I moved to New York City from Hong Kong when I was 11. Being young and in an immigrant family, I didn’t know much about luxury fashion, so when I started high school here, I noticed two things: Abercrombie was huge, and a lot of people had Burberry scarves. It could have been a new one or a hand-me-down from an older sibling or a parent, but it didn’t matter as long as you had one. When my older sisters started their full-time jobs, one of the first things they bought for themselves was a Burberry scarf.
Why the Waterloo trench is her favorite: I’ve tried a lot of trench coats in my time at Burberry. I’ve had a fitted one; I’ve had more fashiony ones bought from all the sample sales during my years here. But my absolute No. 1 is the Waterloo trench in black. I wear it with a T-shirt, jeans, and white sneakers. I’ve worn it with a formal dress, and I’ve worn it with a skirt and a sweater. That trench specifically works so well with my body type. It’s longer, which is great for my height. My body has gone through multiple changes in the years since I first bought it — I’ve had a baby — and the coat still works. I know I can pass it down to my daughter.
Her Burberry career highlight: This is one of the first moments in my ten years here where I feel the brand is truly where it’s meant to be. Luxury fashion has had its ups and downs, pre- and post-COVID, and we were in the red before Josh Schulman came on as CEO in 2024. He had the right idea to bring us back to our roots — to outerwear, to scarves — and it has led to great brand performance. It may not seem like much on paper, but when you see a massive transformation really work, when you’re part of the process, it’s pivotal. It has been a defining moment for me personally and professionally.
Position: Production team leader
Tenure: 46 years
Location: West Yorkshire, England
Photo: Courtesy of Burberry
On doing the Burberry “170” campaign: My picture, it’s very sophisticated — the older lady in London or the countryside who wears the coat with anything she wants and still looks beautiful. A day in the life as a model is not as glamorous as you’d think, though: The shoot was on a 30 degrees Celsius (86 degrees Fahrenheit) day in London, and I had on a cashmere cape with a fur collar. But it was a chance of a lifetime, and I’ll keep those photos with me forever — I even took a photo with the creative director, Daniel Lee. I can put that I’ve been a Burberry model on my CV now, and no one can take that away from me, can they?
On the future of Burberry: The older generation like me will always buy Burberry because we already know it. We need to focus on the next generation and market the brand to get the kids’ attention. Our latest runway show excelled at that; the clothes were still beautiful and classic, but everything had a younger edge.
Position: VP of wholesale
Tenure: 13 years
Location: New York City
Photo: Courtesy of Burberry
First memory of Burberry: I grew up by the beaches in Tuscany, Italy, where the weather is mild but quite rainy. As soon as there was the first chill in the air, my grandmother would always bring out the same beautiful trench coat. Of course, I had no idea it was Burberry — I had no idea what a trench coat even was. But my grandmother is so elegant, and seeing that same coat come out of the closet season after season, year after year, it felt pristine and special.
On the Kensington trench: It wasn’t created for a fashion show; it was made for a very specific, practical reason, and every detail on that coat has a purpose. Of course, after 13 years working at Burberry, I didn’t buy it just once. I actually have a whole closet dedicated to trench coats in all shapes, forms, colors, fabrications, and embellishments. I recently was lucky enough to wear an archival trench to the 2026 Burberry Icon Awards: a pistachio-colored lace coat with all the jewel embellishments, which, funnily enough, is now part of Burberry’s exhibit at the Victoria & Albert Museum.
Position: Senior manager of archive
Tenure: 14 years
Location: London
Photo: Courtesy of Burberry
Her outerwear recommendations: As somebody who has been commuting in London for nearly 20 years, I can say the Burberry trench coat is probably the best piece of kit you could own. It can endure anything, including any kind of weather we get here, which makes it everlasting. The first time I met my stepdad, I was 6 years old and he was standing in the rain wearing a Burberry trench coat, which is such a quintessential Burberry image.
On the Burberry community: Working for such a powerhouse in the fashion industry and with so many different talented, creative, and passionate teams — it feels like we’re all steering one big beige-colored and checked ship together. I feel that sense of community anywhere in the world. Everywhere I go, when people ask what I do, they always know what Burberry is.
