Burberry: The chic, cozy, ultra-British high-end fashion brand, was first founded in 1856 and is still going strong today.
The company began as a store for wealthy British men, looking to be as comfortable and stylish as possible on their outdoor adventures and according to an article from Harper’s BAZAAR, the brand even hired popular British explorers — including Captain Scott and Sir Ernest Shackleton — to represent the brand.
At the time of its entrance into popular culture inspired an entire nation to don the iconic Burberry Trench Coat, a trend that not only triumphed in the 1800s but still reigns supreme in the 21st century.
Typical Burberry gear, though reimagined throughout the years, has mostly remained the same. This, incidentally, brings us to our main event.
Lila Moss, the daughter of renowned model Kate Moss, is being promoted as the new face of Burberry, wearing comfortable flavors of autumn and modeling in the middle of the English countryside.
“I’d love to own an archive Burberry trench, they are so iconic,” Moss said in a recent Dazed interview.
Dedicated brand fans are seeing the same trends as everywhere else; only with that traditional Burberry tastefulness.
The Winter 2024 collection—which Lila Moss is now representing — showcases knit, high-necked sweaters, ponchos, low-profile sneakers, ballet flats, hoodies and any other autumn-centered items one needs to nail the current “everything all at once” style that’s been ruling the internet — including mixing camo and neon; sports jerseys and high heels; lace and latex.
Staying true to its roots, Burberry is not only recycling the same soft, oversized sweaters and scarves printed with the iconic “Burberry Check” — it’s also recycling models.
According to a Fashionista Network article, Kate Moss first modeled for Burberry in 1999, using her classic, waif-like figure to promote its trench coat-turned-dress, adding a sultry twist to a traditionally boxy, no-nonsense piece.
Though we’ve escaped the dreaded “Heroin-Chic” trend of the late ‘90s and early 2000s — a time of romanticizing extremely thin, almost emaciated figures — it still seems as though we’re right back to where we started, and Lila Moss is following in her mother’s footsteps without hesitation.
However, there is pushback against Lila Moss’s rise to the top.
The “nepotism baby” — coined “nepo-baby” on most social media — is everyone’s most hated person and most used phrase.
Nepo-babies are classically children of huge celebrities and that celebrity status gives them a mountain of privilege that no one else could ever be privy to. That being said, Lila Moss is a hugely criticized “nepo-baby” of the modern age, with people denouncing everything from her model walk to her supposed lack of expression while being photographed.
Even the Burberry campaign isn’t all her own. Lila Moss’s Winter 2024 campaign is shared with Nora Attal, Adwoa Aboah, Lily Donaldson, Agyness Deyn and Maya Wigram — daughter of the famed designer, Phoebe Philo.
Funnily enough, the magazine framing her as the new “face” of the company is Dazed, owned by Jefferson Hack, her father.
At the end of the day, “nepo-babies” exist; they always have and always will. The real feat of this announcement is Lila Moss’s continued success in the world of fashion, and Burberry’s unwavering commitment to British rule.
Thanks to Kate Moss and her lovely daughter Lila Moss, the British Burberry spirit will truly never die.
