Trend Watch: Burberry Check

After a brief pause from the global rankings, Burberry has made a high-impact return – and the check is at the heart of it. Under Daniel Lee, the brand has leaned into its roots with a sharper, more stylised take on heritage. This summer, that meant country takeovers, festival placements and IRL activations that put the check back in the cultural conversation. Less a revival, more a reset – and a reminder that few brands do Britishness quite like Burberry.

First introduced as a trench coat lining in the 1920s, the Burberry check – officially known as the Burberry tartan – was never meant to be a signature of the brand. The neutral beige base with its red, black and white stripes offered a discreet nod to craftsmanship and British tradition, and for decades, it remained an insider mark of luxury, quietly visible under lapels and inside umbrellas – until the early 2000s changed everything.

Around the turn of the 21st century, the check went from subtle hallmark to mainstream sensation. Popular with everyone from music stars to football fans, it became one of the most recognisable patterns in fashion – but also one of the most polarising. Its ubiquity led to a period where the brand’s image felt at risk of dilution – at least in the eyes of fashion journalists and industry critics – prompting a rethink about how the check was used moving forward.

Christopher Bailey 

Christopher Bailey brought the check back to the fore, turning it into a fashion statement in its own right. From cashmere scarves to bikinis, it was everywhere – but arguably sometimes a little too everywhere. By the mid-2000s, its ubiquity threatened the brand’s image but Bailey’s savvy campaigns (featuring faces like Kate Moss, Cara Delevingne and Romeo Beckham) and romanticised concept of Britishness helped restore its credibility and appeal.

Riccardo Tisci

In 2018, Riccardo Tisci took Burberry in a bold new direction, remixing the check with his signature streetwear sensibility – think oversized puffer jackets, layered logos and graphic twists on tradition, plus an entirely new monogrammed orange motif. His collections were aimed at a global, Gen Z audience – and while they weren’t universally loved, they succeeded in keeping the brand in the conversation.

Daniel Lee

Since taking the reins in 2023, Daniel Lee has brought a renewed focus to Burberry’s heritage – dialling up Britishness in a way that feels both modern and considered. His take on the check has introduced a softer, more natural palette – with shades of olive, rust and oxblood giving it a fresh, versatile update.

Social-first campaigns have played a key role in the brand’s evolution. From Barry Keoghan sipping tea in a London café to models wrapped in check outside traditional greasy spoons, Lee’s Burberry swaps high-gloss fantasy for something more grounded. With a cast including Shygirl, Bukayo Saka, Lennon Gallagher and Iris Law, the mood is current, cool and still quintessentially British.

This summer’s Burberry Streets activations brought that energy into real life – with branded cafés, hot air balloons and pop-up moments at Glastonbury and The Newt in Somerset. In Lee’s hands, the check isn’t just a print – it’s a lifestyle again.

The key to styling the Burberry check in 2025? Balance. Let a vintage trench or oversized scarf do the talking and pare everything else back with classic tailoring, minimal dresses or slouchy denim. Whether you’re team heritage or all about the remix, there’s a way for it to find its way back into your wardrobe. 

The iconic Burberry check is enjoying a standout moment this season, appearing on the wardrobes of fashion's most admired. Alexa Chung perfected festival style in Burberry wellies paired with a playful dress, while Claire Rose reimagined the heritage print with tailored check trousers and a trench. Meanwhile, Sofia Coelho embraced full coordination, styling matching check shorts alongside a striking statement bag.

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