In a fascinating twist of cultural synergy, Burberry has enlisted Bemi Orojuogun, affectionately known across TikTok as Bus Auntie, for its latest campaign “Back to the City”. This collaboration elevates a viral street-style sensation into the realm of high fashion, breathing new life into the brand’s narrative of modern British identity.

Inspired by Orojuogun’s delightful habit of filming herself posing in front of London’s iconic red double-decker buses, Burberry turns that familiar scenario into a beautifully shot editorial concept aboard a bus that doubles as a moving walkway. It is a creative reimagining that fuses the organic charm of social media with polished luxury storytelling.

“Think of it as a guided tour of this incredible city,”

Says Daniel Lee, Burberry’s creative director, highlighting how the campaign underscores London’s vibrant, cosmopolitan essence, while affirming that “the personality of its people” lies at the brand’s core, celebrated alongside its architecture and skyline.

The campaign’s ensemble includes rising models Nora Attal, Ruben Bilan Carroll and Libby Bennett, joining Bus Auntie for a stylish journey through London. Accompanying them is musician Jimothy Lacoste, whose original soundtrack brings a fresh, rhythmic energy to the visual narrative.

Beyond the fashion, the story behind Bus Auntie deepens the campaign’s resonance. Orojuogun’s TikToks are more than social media snippets, they are a touching commemoration of her late husband, whom she met on a London bus. She vowed to “keep living life fully” in his memory, and her joyful daily videos became both a personal promise and a heartwarming public presence.

That heartfelt backstory adds a powerful, authentic layer to her involvement with Burberry. It transforms the campaign from a simple fashion spotlight into a tribute to love, resilience and the everyday charms of London life.

The campaign merges tradition and contemporary culture, reinforcing Burberry as a brand that celebrates not just craftsmanship, but personality and spirit.