Burberry used to be classic British, associated with royalty, the upper classes and conservatism. Not anymore.

The brand has embedded itself in the heart of fashion culture – and popular culture – with advertising that appeals to a young trend-aware audience. Extending that push is its celebration of festival season – because the clothes worn by pop stars and models are the clothes the young trend-aware audience wants to wear.

Revolver’s Kim Gehrig directs the brand’s newest commercial, Burberry Festival, a candid view of the British fashion festival season and a nostalgic yet contemporary tribute to the 1990s British cultural movement known as Cool Britannia.

The film intersperses new and archival footage with stills by photographer, Drew Vickers, all set to a soundtrack of Liquid’s rave-era classic, Sweet Harmony. Highlighting Burberry’s fashion credentials are Liam Gallagher, Goldie, Seungmin, Loyle Carner, Cara Delevingne, Alexa Chung, as well Gallagher offspring, Lennon, Molly Moorish-Gallagher and Gene. The campaign highlights the enduring influence of Burberry on music and youth culture, reinforcing its position as the essential uniform for festival-goers.

A highlight of the campaign is Liam Gallagher wearing his own Burberry parka from Christopher Bailey’s 2018 Spring/Summer collection — a piece set to be reissued in a limited run globally from July.