Despite several rebrands over just under two centuries, one thing that has remained the same is Burberry’s unwavering dedication to remaining quintessentially British. B is for Burberry: Dazed takes the Rocking Horse bag on a whistle-stop tour

For the brand’s latest offering, Burberry has released new editions of the Rocking Horse bag channelling Burberry’s equestrian heritage. Featuring rein-inspired straps and a curved silhouette, the new bag is a nod to the classic childhood toy. Introducing Burberry's new branding with a circular fastening that pivots to form a lowercase 'b', it also features alongside the embossed Equestrian Knight Design (EKD) on the back. 

Produced by Dazed, and entitled ‘B is for…’, a new playful campaign is a nod to the Rocking Horse bag’s signature B buckle. Shot by London-based photographer and director Luke Casey, the campaing sees models take a playful tour through London wearing the Rocking Horse bag.’

In a series of short vignettes, the bag is cleverly placed in various 'b' scenarios, connecting with British locations, objects, and phrases that start with the letter 'b.' The campaign merges Burberry's heritage with a touch of British wit.

The first scenario features a ‘Brolly’ (umbrella). Poking fun at the lifelong joke of London’s unpredictable weather, the images show a model wresting with an umbrella. Elsewhere, for ‘Brew’, one model sits down by the canals in London to bring the Rocking Horse bag for afternoon tea. Finally, the last scene, ‘Boot’, shows a model standing in front of a car with a customised licence plate spelling out the word ‘Burberry’.

Check out the campaign in the gallery above.