For Autumn/Winter 2025, Barbour returns to its roots with Ode to Ayrshire, a campaign that celebrates the story and soul behind its Original and Authentic Barbour Tartans. The collection is a tribute to the brand’s deep Scottish heritage, its connection to the British countryside, and the craftsmanship that continues to define its global legacy. Launching during London Fashion Week with a special exhibition titled Tartan: The Barbour Way, the campaign reaffirms Barbour’s enduring status as one of Britain’s most beloved heritage brands.
Working in collaboration with tartan specialists Kinloch Anderson, Barbour traced its family lineage back to 15th-century Ayrshire, Scotland. The partnership led to the creation of Barbour’s very own tartan sett, inspired by the Ayrshire District Tartan and exclusive to the brand. Each pattern weaves together tones drawn from the British landscape — deep greens, warm browns, and rich blues — symbolising Barbour’s timeless bond with nature and craftsmanship.
The campaign shoot, set against the sweeping landscapes of Ayrshire, captures the brand’s return to its ancestral homeland. Featuring an inspiring cast — Edie Campbell, Saffron Hocking, Kit Butler, Charlie Rowe, and William Gao — the imagery blends contemporary British style with a sense of authenticity and connection to the land. Each personality brings a distinct energy: from Campbell’s equestrian poise to Hocking’s vivacious spirit, they reflect Barbour’s evolving identity — modern, creative, and grounded in heritage.
For Dame Margaret Barbour, the brand’s Chairman, the collection embodies a proud continuity of family tradition. “Founder John Barbour never forgot his Scottish roots; we believe this is why he used tartan in the linings from the very beginning,” she notes. This sentiment is echoed by Helen Barbour, Vice Chairman, who spearheaded the creation of Barbour’s exclusive tartans in the 1990s: “Working with Kinloch Anderson, it was agreed that the Barbour sett should be based on Ayrshire, the origin of our family name.”
The AW25 designs reinterpret these classic patterns through a modern lens, maintaining the integrity of the original tartan while evolving it for today’s lifestyles. The result is a collection that seamlessly bridges town and country — tailored silhouettes, rich textiles, and signature outerwear that embody both elegance and endurance. As Paul Wilkinson, Group Deputy Managing Director, explains, “Our unique and exclusive tartans represent everything that is special about the Barbour brand — our family values and heritage, but also our future, reimagining our classics for a new generation.”
Beyond design, Barbour’s story is one of innovation and responsibility. From its Wax for Life and Re-Loved initiatives, which promote garment longevity, to Quilt for Life, the brand’s dedication to sustainability ensures that heritage remains relevant in a changing world. These initiatives underscore the same values that inspired John Barbour in 1894 — craftsmanship, durability, and respect for tradition.
With Ode to Ayrshire, Barbour revisits the landscape that shaped its identity while looking forward with creative conviction. It’s more than a seasonal collection — it’s a reaffirmation of British heritage, told through fabric, family, and the enduring rhythm of the countryside.
