Burberry's Spring/Summer 2026 collection showcases a fusion of British counterculture fashion with a modern rock-and-roll twist. Under CEO Joshua Schulman and creative director Daniel Lee, the brand embraces its heritage while revitalizing marketing strategies to reflect British cultural influence, drawing inspiration from music and iconic fashion elements.

Burberry unveiled its Spring/Summer 2026 collection, offering a vibrant blend of hippie-inspired crochet dresses, fringed jackets, and tailored suits in bright shades of acid green, yellow, and pink. The designs took cues from the counterculture fashion scene, evident in British music, captivating audiences at the closing of London Fashion Week.

Set against a Black Sabbath soundtrack, models strutted down the catwalk in Kensington Palace Gardens' grand tent, their steps resonating with the spirit of music festivals. The event marked the brand's sixth collection by creative director Daniel Lee and reflected the strategic shifts under CEO Joshua Schulman's leadership to rejuvenate the brand's growth.

Fashion experts noticed Schulman's influence in tightening the focus on classic Burberry assets - the trench, the check, and outerwear - while adding a rock-and-roll edge through crochet, fringe, and metallic accents. Burberry's marketing strategy leverages Britain's impactful music scene, featuring notable artists, bridging fashion and music in a distinctive cultural narrative.