Custom Costumes, Borrowed Charisma

WHAT’S HAPPENING. Beyoncé, Charli, and Brands Riding Shotgun

Beyoncé’s tour fashion always makes headlines. And her London stop at Tottenham Hotspur Stadium was no exception - stepping out in custom Burberry, she brought the iconic British check back into the spotlight. It’s been a minute since we’ve seen the pattern at this scale. It was a moment. A revival, maybe.

And yet, offstage, Burberry is struggling. Despite clever campaigns like It’s Always Burberry Weather, the brand hasn’t fully regained cultural momentum. On the runway, it’s failed to spark real enthusiasm. In the market, the numbers speak for themselves: a 6% drop in sales in early 2025, and a fall from the FTSE 100 last September (its first time off the index in 15 years). Can savvy marketing and Beyoncé’s co-sign turn the tide? Possibly. But the gap between the spectacle and the substance is growing harder to ignore.

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