Burberry Trends As Conservatives Slam New Valentine’s Day Campaign

The "B:Mine" campaign attracts both praise and controversy for its LGBTQ+ representation
By Madison E. Goldberg
(Photo by Harold Cunningham/WireImage)/Getty Images

British luxury fashion house Burberry trends today as conservatives troll their latest ad campaign. Titled “B: Mine,” the video clips and accompanying photos showcase various couples kissing while modeling Burberry clothing ahead of Valentine’s Day next month. Some of the models depict same-sex relationships, and one transgender model shows their top surgery scars.

The campaign aims at focusing on small everyday moments of embrace between couples of different racial backgrounds and sexualities.

The campaign immediately attracted homophobic and transphobic commentary from conservative media personalities on social media, specifically for the image of the model who had top surgery scars.

Others applauded Burberry’s campaign for being more inclusive of models with different body types.

Others compared the campaign to Balenciaga’s recent controversy. The two campaigns bear no similarities, as Balenciaga’s photos featured children holding teddy bears dressed in bondage gear. The controversy led to accusations of sexualizing children and promoting child pornography. Burberry’s campaign features consenting LGBTQ+ adults.

Burberry’s long held reputation of exclusive luxury is likely what inspired the campaign, which may be aiming to expand their customer base to new demographics. While some conservatives argue that the brand should cater to its more traditional customer base, others point out that Burberry has been showcased in several show stopping British pop culture moments. These include a photo of a shirtless the Libertines frontman Pete Doherty in the back of a cab wearing nothing but a Burberry scarf.

Conservative organizers are using the campaign to argue against the availability of gender affirming surgeries like top surgery, calling it “mutilation.”

Some feel that the campaign’s positive messaging is being overshadowed by the homophobic rhetoric that is being spread across their social media.

Despite the mounting hate comments on the campaign, Burberry remains a well-established fashion house that has had several supermodels, including Kendall Jenner and Cara Delevingne, walk in their shows in recent years.

Younger consumers praised the campaign’s inclusivity.

Burberry remains trending amid young consumers. The brand’s “Her” fragrance continues to feature in viral videos on TikTok.

@yummiexo

Replying to @tara497 my most complimented scent 😩🙌🏽 #perfume #perfumetok #perfumetiktok #smellgood

♬ kiss it better sped up – xxtristanxo

Celebrities continue to sport the brand at various events.

Burberry has made several efforts to diversify their branding, and even support several LGBTQ+ advocacy organizations, including the Trevor Project. The Trevor Project focuses on suicide prevention for LGBTQ+ youth.

Several high fashion houses have begun having transgender models walk in their shows and model in their campaigns in recent years. Actress and model Hunter Schafer, known for her role as Jules Vaughn in Euphoria, has walked the runway for Prada, Dior, Gucci, Calvin Klein, and countless others.

TikTok creator Dylan Mulvaney, known for her “days of girlhood” videos that document her transitioning journey, walked in New York Fashion Week in September.

@ryann.healyy

@Dylan Mulvaney absolutely SLAYED THE RUNWAY #nyfw #dylanmulvaney #fashion

♬ MADELINE BY INJI OUT NOW – inci

Major fashion houses making strides to be more progressive is nothing new. Transgender bodies are slowly but surely receiving a media platform, and critics will simply have to get used to it. Burberry’s new campaign accomplishes its mission of depicting diverse representations of love ahead of Valentine’s Day. The underlining message is not one of hatred of traditional gender roles, but a reinforcement that all body types are worthy of love.