London-based luxury house Burberry has unveiled its latest Burberry Festival 2025 campaign, highlighting the British music festival life, with Seungmin of Stray Kids as one of its faces.
Photographed by Drew Vickers, the portraits for the campaign draw inspiration from 1990s Britain and the “Cool Britannia” cultural movement. Lee describes the campaign as “a collage of candid moments, capturing off-duty fans and headline acts in between gigs.”
Under the creative direction of Burberry’s Chief Creative Officer, Daniel Lee, the campaign celebrates the universal love for music festivals. Led by prominent British talents from music, fashion, and television, notable names include Liam Gallagher of Oasis, DJ and producer Goldie, Alexa Chung, and Cara Delevingne, all sporting Burberry’s signature motifs and weather-ready staples.
In an interview with Vogue, Seungmin described his look for the campaign as embodying “the classic, vibrant, youthful, and clean Burberry vibe.” When asked about the importance of festivals in connecting with fans, he shared, “Since it’s not an opportunity that comes easily, I think the big stage of a music festival is a really important and rare chance for artists to connect with fans.”
This marks Seungmin’s second collaboration with the brand, following his appearance on the June 2025 cover of Harper’s Bazaar Korea.
Additionally, the campaign film is set to Liquid’s “Sweet Harmony,” which has been a staple at British festivals since it was released 34 years ago.
Shop Burberry’s latest campaign here.
