Liu Wen

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She arrived back in Beijing and possibly preparing for fashion month.

If Liu Wen is participating this season she very well could show up at Burberry since she got the campaign (wouldn’t be surprised if that was the agreement and for her to finish). However my initial thought process, is that last season was just a one-off situation – Burberry being strategic here and for nostalgic purposes – and she hasn’t walked London or any physical presence there for so long, makes it less confident she’ll begin FW25 there.

Funny thing is that that was also my view on Ferragamo but surprise surprise she walked another season and eventually got the campaign. Could be a similar game plan.

There are two scenarios it could play out… see if Burberry has a lock on her first or another brand.



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Exclusive: Liu Wen On Burberry’s Rom-Com Campaign, Working With Naomi Campbell, & Her Personal Style​

Besides the iconic trench coats worn by its star-studded cast, there’s much more to love—actually—about Burberry’s latest campaign, It’s Always Burberry Weather: London in Love.


No British rom-com worth watching for a momentary escape from reality is complete without the following clichés: Sudden downpours seemingly conjured by an overhead hose; an elderly man with an equally-aged (and often psychic) dog; and a cheeky nod to another rom-com. Burberry’s summer 2025 campaign, It’s Always Burberry Weather: London in Love, embraces these tropes—only this time, with a cast boasting serious acting chops and impeccably tailored Burberry coats.

“A Burberry love story comes to life through the cinematic lens of this campaign. It’s about humour, optimism and, of course, the unpredictability of our great British weather,” says Daniel Lee, Chief Creative Officer of Burberry. And it’s star-studded cast—ranging from Kate Winslet and Aimee Lou Wood to Nicholas Hoult, Son Sukku, and models David Gandy, Liu Wen, and Naomi Campbell—embrace the quintessential British rom-com spirit. Expect dramatic meet-cutes in the rain, awkwardly endearing flirtation on a picnic blanket, and the inexplicable ability to afford a home in one of London’s most exclusive postcodes.

In this exclusive interview, Liu Wen shares her favourite moment from the Burberry campaign shoot, her personal style, and her favourite things to do in summer.

What thoughts immediately come to mind when you think of Burberry?​

When I think of Burberry, the first image that comes to mind is the UK's unpredictable weather, and the many people scurrying across the bridges over the Thames while wearing Burberry coats. That visual feels unique to London in the most lovely way.

What drew you to the campaign?​

I've always wanted to take part in a Burberry campaign, and admired how the past subjects in these campaigns always blended in so beautifully with their environment, whether it be urban or else. As a British brand, Burberry campaigns often utilize settings local to its homeland as well, so there is an even more special appeal to them.

What was your favourite moment from the campaign shoot, and do you have any on-set anecdotes?​

The campaign shoot took place in London in November, when the weather was quite cold - near 0 degrees celsius. But the on-set atmosphere was fervent and engaging, which balanced things out well. Thankfully I also had my Burberry outerwear on most of the time, which countered the temperatures. Gotta love it when what you're wearing actually suits the outdoor weather—in my line of work, that often doesn't happen.

Having the chance to join Naomi in the short film was such a pleasure. There was one segment where we stood under the same Burberry umbrella together, dodging some rain while trying to hail a taxi. After we enter one, you'll see a rather interesting encounter...this kind of scenario is incredibly whimsical and would never happen in reality, so to experience it as part of a campaign shoot was quite fun.

What are your favourite things to do in summer?​

During the summer, I love dwelling in the lushness of mother nature. Sitting on a vast grassland with several friends and enjoying the afternoon, just chatting about our lives—that's one of my favorite pastimes.

What is the best or most memorable advice you have received during your career?​

The best advice I've received is: always be your true self. Also, always be grateful for those around you and thank them often. Their sacrifices and support contribute to the strength I cannot live without.

How would you describe your style?​

My personal style leans towards simplicity and comfort. When clothing makes me feel relaxed, I feel like I'm ready for anything.

All photos courtesy of Burberry.

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