LONDON — “I love being a grandma,” declares the ebullient Texan Jerry Hall in Burberry’s latest campaign, where she features alongside her daughters Lizzy and Georgia May Jagger and their little boys, Eugene and Dean.
The campaign, shot by Laura Jane Coulson in London, is for Mother’s Day, which falls on May 11 in the U.S. The mood is homey and in tune with Burberry’s strategy of celebrating Britain and spotlighting some of its most famous names.
It comes a few months after the summer 2025 campaign, which stars big British names such as Kate Winslet, Nicholas Hoult and Jodie Turner-Smith, all of whom get drenched in rainy London.
“It’s Always Burberry Weather: London in Love,” was a follow-up from the celebrity-filled winter 2024 campaign where stars including Barry Keoghan, Cara Delevingne, Olivia Colman and Little Simz bundled up for Burberry.
Since chief executive officer Josh Schulman arrived at the company last year, he’s been taking Burberry back to basics, highlighting key categories, and using the campaigns to telegraph the brand’s British style and charm.
Jerry Hall, and her daughter Georgia May Jagger in Burberry’s Mother’s Day campaign.
Schulman argued earlier this year that the strategy has been working. The campaigns have been resonating with a broad range of luxury customers and leading to an improvement in “brand desirability,” he said.
While Granny Hall may be all-American, she has spent much of her adult life in London and her daughters are half-English on the side of their father, Mick Jagger. The actress and model has four children with Jagger and became a grandmother in 2020 when Eugene was born.
Both of Hall’s daughters live in the U.S. Lizzy is a model, actor and activist while Georgia May is also a model, and co-owner of the hair salon Bleach. She launched her own organic skin care brand, May Botanicals, in 2023.
The campaign video shows them hanging out at home, with Eugene running around, playing and blowing bubbles; baby Dean resting in mother Georgia May’s arms, and the three women having a laugh.
At one point, Georgia May says of her son who was born last year: “The baby has started talking — he just kind of babbles to himself.”
Lizzy Jagger with her son Eugene in Burberry’s Mother’s Day ad campaign.
They’re all wearing Burberry clothing and accessories, and the focus is on gifting. There are pieces from the new Highlands family of bags, which features the Burberry check and has a coated finish inspired by rainwear.
There are also silk scarves with pastel poppy prints and watercolor checks, and ballerina flats knitted in Burberry’s signature colors.
And because rain is the only certainty of a British springtime (and summer) there are jackets made from lightweight tropical gabardine, and trench details across dresses, shirts and skirts.
The Burberry check appears across tailored trousers, T-shirts and the little cotton shirt-and-shorts ensemble that Eugene wears in the video.
Burberry is planning to mark U.S. Mother’s Day with an exclusive event at the New York Botanical Garden that will celebrate “the spirit of motherhood.”
Georgia May Jagger with son Dean in Burberry’s Mother’s Day ad campaign.
