Simone Ashley leads Burberry’s High Summer campaign alongside Alva Claire and Tom Blythe, capturing the season through a nostalgic yet modern lens.
British fashion once again captures the essence of summer with a proposal that merges nostalgia, style and visual storytelling. Simone Ashley emerges as one of the central faces of Burberry’s High Summer 2026 campaign, joined by Alva Claire and Tom Blythe in a production that reinterprets the brand’s classic codes through a fresh and contemporary perspective.
Under the creative direction of Daniel Lee, the campaign is built around a highly specific concept: life at the lidos, the open-air swimming pools that form part of British cultural imagination. More than just a setting, these spaces act as a symbol of a particular way of experiencing summer, where climate, environment and social interaction come together to create something uniquely atmospheric.
The visual narrative leans into a luminous and relaxed aesthetic, where water, sunlight and movement become central elements. Within this context, Simone Ashley brings a refined presence that aligns seamlessly with the tone of the campaign, while Alva Claire reinforces continuity with previous seasons, strengthening the coherence of the brand’s visual universe. They are joined by Tom Blythe, Babacar N’Doye and Sacha Quenby, alongside a cast of synchronised swimmers and divers who inject energy and dynamism into the imagery.
The result is a campaign that goes beyond showcasing garments, instead constructing a fully realised atmosphere. As Daniel Lee explains, the intention was to capture that specific moment when, with the arrival of warmer weather, British audiences make the most of outdoor life. This sense of spontaneity and enjoyment translates into visuals that feel intimate yet polished, balancing ease with sophistication.
In terms of the collection, Burberry High Summer 2026 retains some of the brand’s most recognisable codes, such as the iconic check pattern, while introducing new interpretations that refresh its visual language. Bikinis, lightweight shirts and cover-up pieces are paired with printed sandals and slides, forming a wardrobe designed for the rhythm of summer.
Colour plays a key role in this evolution. Alongside the classic sand beige, the collection introduces new tones such as aubergine purple and cornflower blue, adding depth and variety without disrupting the brand’s visual identity. This balance between heritage and innovation remains one of the defining elements of the proposal.
Beyond the core garments, the collection is completed with a range of accessories that reinforce its seasonal appeal. Festival-inspired cotton tank tops, check-print sunglasses, silk scarves and bucket hats contribute to a versatile offering. New bag styles such as the Margate Pouch and Margate Shoulder Bag further expand the collection, designed to integrate effortlessly into a dynamic lifestyle.
This launch reflects a broader shift within the industry: the growing importance of creating collections that respond not only to aesthetics but also to cultural context. In this case, Burberry does not simply present summer fashion; it constructs a narrative that resonates with collective memory and everyday experience.
The choice of Simone Ashley as a leading figure strengthens this direction. Her profile, positioned at the intersection of entertainment and fashion, allows her to connect with diverse audiences, consolidating her status as one of the most relevant emerging figures of the moment.
With this campaign, Burberry reaffirms its ability to reinterpret its own codes without losing identity. The combination of talent, visual storytelling and product offering results in a cohesive project that goes far beyond seasonality.
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