Luxury fashion house Burberry has kicked off the summer season with a vibrant new campaign that fuses British festival nostalgia with global star power—and one name at the center of it all is Seungmin of Stray Kids.
The campaign, designed by Burberry’s Chief Creative Officer Daniel Lee, pays homage to the raw, energetic spirit of 1990s British music festivals. Think mud-splashed boots, messy hair, spontaneous laughter, and the kind of outfits that feel both effortless and iconic. But this year, Burberry added a fresh twist: the unmistakable charm of K-pop’s rising icon, Seungmin.
A Global Stage for a Global Star
Appearing alongside British legends like Liam Gallagher, supermodel Cara Delevingne, fashion muse Alexa Chung, and artist Chy Cartier, Seungmin brings an international flair that reflects Burberry’s evolving identity. In a short film released as part of the campaign, Seungmin is seen walking confidently through a mock festival site—his look a perfect balance of laid-back cool and high fashion, embodying the crossover between music culture and luxury.
Fans quickly flooded social media with praise, calling Seungmin’s appearance “unexpected but perfect” and lauding the seamless blend of Korean pop culture with classic British aesthetics. It’s not every day that you see a K-pop idol shoulder-to-shoulder with Britpop royalty, but Burberry made it feel natural—inevitable, even.
A Love Letter to Festival Culture
Daniel Lee describes the campaign as “a visual collage of real moments,” capturing the feeling of anticipation between acts, the quiet connection backstage, and the spontaneous joy of dancing under the open sky. The visuals are gritty, vibrant, and nostalgic—shot in a way that makes you feel like you’re flipping through a well-worn photo album from Glastonbury, with a twist of modern stardom.
Burberry’s message is clear: festival fashion isn’t just about what you wear—it’s about how it makes you feel. And with Seungmin’s inclusion, that feeling has gone global.
