TikTok sensation Bemi Orojuogun, aka. “Bus Aunty,” fronts Burberry’s “Back to the City” campaign, highlighting London’s open-top double-decker buses.
Burberry is going back to its English roots in the new “Back to the City” campaign, featuring special guest Bemi Orojuogun, best known as the Bus Aunty. The London-based label went all in on classic imagery for its latest assets, highlighting Burberry staples and London motifs in a nod to the brand’s heritage.
Musician Jimothy Lacoste, and models Nora Attal, Reuben Bilan-Carroll and Libby Bennett star in the campaign alongside Orojuogun.
Photo courtesy of Burberry. Photography by Angelo Pennetta
Burberry is “Back to the City”
London’s double-decker red buses are instantly recognizable—making them a perfect element of Burberry’s new campaign. Aboard one of the open-top tour buses, TikToker Bemi Orojuogun models pieces from Burberry’s Fall 2025 collection.
Orojuogun, better known as “Bus Aunty,” gained a following after consistently uploading videos posing beside the famed double-decker buses around London. By inviting Bus Aunty to be a part of “Back to the City,” Burberry adds a level of personality to the campaign—Orojuogun brings a direct tie to the London community, always showing up authentically on her profile.
Models Nora Attal, Rubuen Bilan-Carroll and Libby Bennett also join Bus Aunty to represent some of London’s various personalities. Jimothy Lacoste adds another layer of connection to the city, soundtracking the campaign with a song exclusively created for the occasion.
“Think of it as a guided tour of this incredible city. A celebration of its famous skyline, the beautiful buildings and the Londoners who choose to call it home,” shared Daniel Lee, the brand’s Chief Creative Officer. “It’s the personality of its people that makes London feel so unique, something you’ll find woven into the very fabric of Burberry.”
Photos courtesy of Burberry. Photography by Angelo Pennetta
Cool Britannia is Back!
The Fall 2025 collection blends Burberry’s heritage with its vision of 2025, especially notable in designs such as the Fitzrovia trench coat and the relaxed Highlands bag. The ever-present Burberry Check highlights the brand’s DNA through pieces like silk blend trousers, denim jeans and wool kilts. In addition to a new outerwear model, the collection also introduces the Strand bag, which taps into the timeless popularity of quilted bags.
“Back to the City” is part of a larger business strategy launched in November 2024 with the goal of “reconnecting Burberry with its original purpose.” The efforts have paid off. Amid a “Cool Britannia” renaissance, interest in the brand has steadily increased during the first half of 2025. Between the launch of its “Festival” campaign, which paid tribute to England’s music festival culture, and high-profile collaborations with British icons such as Alexa Chung and Oasis’ Liam Gallagher, Burberry has successfully returned to the spotlight. In fact, Burberry made it to fashion platform Lyst’s 2025 Q2 Index for the first time in a year, underscoring its standing in the global fashion scene.
