BURBERRY

SENIOR COPYWRITER | 2014 - 2019

I worked on global campaign narratives, runway and brand storytelling. Worked closely with Creative Direction, Art Direction and the Burberry Archive to develop collection concepts, launch narratives and product naming.

Led storytelling for the Trench Coat relaunch and contributed to high-profile projects including the Vivienne Westwood collaboration, the Archives Collection and global festive campaigns. My highlight? Perhaps being tasked with the Burberry Christmas cracker jokes.

The Trench Coat Refresh

I led the storytelling for Burberry's historic trench coat relaunch. Spent time with the Castleford makers – tea included – to understand every stitch before translating their craft into a story across every channel.

A woman seated on a pile of trench coats, wearing a beige Burberry trench coat and white socks with black strappy sandals. The background is neutral gray, with white text promoting Burberry's trench coat refresh collection.
Interior view of a factory or warehouse with shelves full of fabric rolls, featuring a Burberry website homepage with the text 'Made in Castleford' and options for different product categories.
Screenshot of a webpage for Burberry, featuring a description of The Heritage Trench Coat, highlighting three modern fits: The Chelsea, The Kensington, and The Westminster, with details about their styles and colors. The background shows fabric rolls
Website page highlighting the Iconic Design of Burberry's trench coat, featuring close-up images of the coat's fabric with the check pattern and buttons.

Runway

I worked closely with Christopher Bailey to give each collection its voice. That meant everything from collection naming and iconic bag names to runway notes, Makers House storytelling and the editorial narratives that carried the collection into stores and online.

Fashion models walk down a runway during a fashion show, with audience members seated on either side taking photos.
Close-up of a fashion display featuring a navy blue military coat with gold buttons, red stitching details, and a patterned shirt underneath. To the left, part of a dark coat with decorative buttons and a multicolored belt. To the right, a heavily se
Close-up of two women's trench coats, one in shiny blue snakeskin and the other in black patent leather with red stitching and gold buckle details.
Close-up of three stylish jackets on display, including a khaki field jacket with gold buttons, a dark double-breasted coat with gold buttons, and a hint of a sequin or glittery fabric on the left. The photo emphasizes the details and textures of the
Six young models in Burberry trench coats sitting on and lying on the ground with fallen autumn leaves, some wearing plaid scarves and jackets, in front of a brick wall. The Giant Burberry runway bag is in the shot
Save the date invitation for Burberry's runway show inspired by Henry Moore, featuring a close-up of a white marble statue of a person's face, partially covered with textured fabric.

Ecomm & emails

From homepage takeovers and launch emails to product storytelling and seasonal campaigns, I helped shape the way customers discovered, explored and shopped each collection online.

A woman standing outdoors wearing a white patterned jacket and a Burberry checkered bucket hat, with a blurred natural background.
Close-up of a Burberr fringe loafer with a block heel, pink and white checkered pants, standing on a green textured surface.
A display of blue and white patterned china plates and bowls on a wooden surface, with a red Burberry bag with graffiti print hanging among the plates and bowls, a blue and white mug, a small green frog figurine, and a blue pitcher with a lion image