British fashion house Burberry has brought its mascot to life in a new campaign for its Winter 2025 collection at London Fashion Week.

The marketing drive consists of four spots, showing the Burberry knight crusading across London, past famous landmarks such as Tower Bridge and into the Tate Britain. Once at the Tate, the knight takes a seat at the designer’s runway show.

Brought to life by London-based production studio Blinkink’s Daniel Quirke, the films feature 120 cross-stitched frames that were animated in-camera.

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“Taking Burberry’s iconic logo and telling a London-centric, Burberry story on a piece of real material, in Burberry blue, felt like a perfect opportunity to lean into the craft of animation,” said Quirke.

“It was great fun. Everyone at Burberry was super collaborative and I loved how much they wanted to lean into the cross-stitch style. We were looking at Old English Tapestries and trying to balance keeping the design of the knight and London skyline recognisable, but still in keeping with the handcrafted style. I love how the films combine the old with the new, and really carry Burberry’s London heritage and love of craft.”

The spots were made in partnership with the London Embroidery Studio, with direction from creative studio Lane & Associates’ David Lane.