Burberry’s new campaign with Bemi Orojuogun, better known as “Bus Aunty,” shows the power of connecting with people outside the usual luxury audience. Bemi’s following is niche, but her wholesome TikTok presence resonates widely, making Burberry feel more approachable and rooted in everyday London life. This immediately comes across in the Burberry campaign and what catapulted it to success. By creating a campaign that reaches a larger more diverse audience.

This is her second major designer collaboration after Jacquemus, and I just know more is coming for her.