The Burberry bikini has certainly become an icon in its own right over the years. Beyoncé donned the printed suit in her “03 Bonnie & Clyde” music video with Jay-Z in 2002, catapulting it to status symbol-sphere in the early aughts. Another spike in demand came after Irina Shayk was snapped sunbathing in an archival printed set on vacation in 2019. Presently, excitement around the checked swimsuit continues to rise with the latest drop of high summer 2025 campaign images, featuring model Rosie Huntington-Whiteley, tennis player Jack Draper, and a few other house ambassadors, all clad in summer-ready Burberry swimwear.

Photo: Burberry

“It’s a really interesting time for Burberry,” Madé Lapuerta, founder of Data, But Make it Fashion, tells Vogue. “Around three years ago, Burberry appointed Daniel Lee as their new creative director, who was tasked with bringing the brand into a new era.” Although some of Lee’s earlier collections for the brand didn’t lean as heavily into the iconic check pattern, the brand’s latest campaign demonstrates that Lee is fully taking Burberry back to its roots, with seriously stylish results.

“It’s not a bad idea to double down on the things Burberry is really good at,” Lapuerta explains. “Seeing the check scarf campaign in fall 2024 and now the check bikini campaign for summer 2025 is getting people really excited. These are the things they love about Burberry, and they’re back.” The new campaign is certainly grabbing attention—Data, But Make it Fashion reported a 14% increase in Burberry bikini Internet posts and engagement within a week, after images of Huntington-Whiteley wearing the house’s checked swimwear started to circulate.

“We’ve also been seeing a stark shift in the past six months, away from quiet luxury and towards louder logos, and the Burberry check bikini is such an iconic, louder luxury item,” she says. Although the swimsuit will never loose its timeless sensibility, with this new shift in consumer demand in the luxury designer space, the fashion forecast is definitely clear—it’s about to be a Burberry summer. Grab your bikini now, before this trend truly goes viral, by shopping all the best styles below.