Burberry leaned into its heritage this season and gave it a new kind of movement.

In one standout visual, the brand’s signature check is brought to life in hypnotic motion by phenakistoscope artist Drew Tetz, synced to 90s rave track Sweet Harmony. It’s a nod to the rhythm of British festival culture and a subtle remix of familiar brand codes — not a reinvention, but a refresh.

Tied into a broader festival campaign featuring names like Liam Gallagher, Goldie, and Loyle Carner, the work celebrates Burberry’s long-standing link with music and youth identity, showing that when your assets are this strong, sometimes all you need to do is press play.

Takeaways:

Heritage is a living asset, not just a relic. Burberry’s use of its signature check in motion proves heritage can be dynamic and culturally relevant without reinventing the wheel.

Strategic cultural timing amplifies brand resonance. Aligning creative output with festival season taps into a real moment, making legacy assets feel fresh and timely.

Authentic ties to music and community deepen brand connection. Featuring musicians across generations leverages Burberry’s roots in youth culture, reinforcing emotional relevance.