Over the past few decades, we’ve witnessed London’s biggest fashion brands jump ship. Victoria Beckham, Stella McCartney, Vivienne Westwood and Alexander McQueen all, in turn, ditched London Fashion Week for Paris – although it was revealed last month that McQueen is due to make its grand return this September, hoorah! 

By comparison, Burberry has remained loyal to its birthplace, and is consistently the biggest, brightest, most highly anticipated show on the LFW schedule. It’s our only heritage label that shows each season, and as a result, has become the defining brand of luxury British fashion. 

From the trench coat’s origins as military outerwear, designed for British officers during World War I, to enlisting national treasures Mary Berry, Joanna Lumley and Richard E. Grant to star in its campaigns and shows, Britishness is ingrained in the brand’s DNA. However, all Brits must escape the UK every now and then. So what happens when Burberry goes on its hollibobs? Well, it leaves its mark – in check print, obviously. 

From now until October 31, the brand has set up camp in Greece, at Athens’ idyllic, five-star hotel resort, One&Only Aesthesis. Tucked away from the hullabaloo of the Greek capital, the hotel is located in Glyfada, otherwise known as the gateway to the Athenian River. Still in its infancy, the hotel opened its doors in late 2023, making this summer its third season.  

The One&Only layout looks more like a small town than a hotel resort. Luxury bungalow-style rooms are connected by winding Mediterranean paths, perfumed by nearby olive groves, fig trees and the salty Aegean sea. The hotel’s campus is so big that guests use either buggies or bikes to get around, and now, they’ve had a Burberry makeover. 

All modes of transport (boats included), alongside the tennis courts and sun loungers, have been given a custom Burberry check livery. Though it’s not the classic camel, black, white and red print that we’re used to, but a new turquoise colourway, inspired by the crystal clear waters that surround the One&Only. Opposite the hotel entrance, a boutique greets guests as they arrive, packed out with Burberry’s 2026 High Summer collection (in case anyone forgot their bikini, or needed a new hand-crocheted raffia beach bag). 

The hotel’s picturesque scenery makes it easy to believe that it was once a popular filming location during the mid-20th century. It’s harder to believe that it could get any more glamorous than it already was – and then Burberry checked in.