After 170 years of existence, this emblematic fashion house today meets some turbulence. But as surprising as it may seem, the revival of this iconic Bikini allows him to be reborn from his ashes.
Low-price ready-to-wear is not the only one to toast: the whole modosphere is today in great difficulty. Indeed, the COVVI-19 has not only accelerated the forfeiture of entry-level clothing brands: it also weakened luxury labels, which we thought spared by an unparalleled popularity and a certain sentimental value. Since last year, an emblematic claw of the British landscape is also found in danger. It was first relegated to the 100 most influential companies in the United Kingdom to the next 250 (FTSE 100 to FTSE 250) in the fall of 2024, then its sales accused a drop of 18% over the past year, with 2.46 billion pounds sterling recorded in March 2025.
Anchored for more than a century in the imagination of passionate fashionistas as disinterested, it is at the origin of essentials in fashion history: coat trench, cashmere scarf at iconic tiles, the motif “Check” -A beige, white, red and black tartan -, the tote bag or the bucket hat stamped with said printed. You will understand, this is Burberry.
But that the Burberry Addicts reassure themselves: the brand is reconnecting with growth, thanks to an uninviting fashion room in size but very powerful in influence: its bikini. An iconic from the Burberry locker room that we tend to forget a little too quickly, overshadowed by the famous Trench-Coat in Gabardine.
It was as part of the summer 2025 campaign that the British house relaunched it. A not fashionable fashionist fashionista: in a week, said swimsuit was at the heart of all the debates, with an increase of 14% of the publications about it. Thanks to him, the Burberry action jumped 83% on the stock market. It must be said that the famous jersey has a long, long arm fashion: he can boast of having been worn by Beyoncé in “03 Bonnie and Clyde” and embodied by Kate Moss in the countryside “A Tartan Wedding” in 2000.
This revival of popularity is also due to the revival of other iconic such as its scarf, star of the fall -winter 2024 campaign. Marketing initiatives which are part of a will of the new leader (arrived last summer) for returning to the sources of her identity – she to whom we criticized for having lost what made her stylistic DNA, diluted her brand identity to conquer new audiences. A strategy that seems to bear fruit.
It was far from won. In May 2025, the luxury house announced that it wanted to separate 1,700 employees in order to reconnect with profitability. The markets are reassured today thanks to the bikini … remains to be seen if consumers and sales will follow.
