Barbour brings Ayrshire's heritage and tartan charm to London Fashion Week with immersive exhibition and campaign launch.

Ayrshire, the revered birthplace of Barbour and the heartland of tartan, is making a significant 415-mile journey to central London this weekend. This special arrival forms a key part of the wider London Fashion Week schedule, as the iconic British heritage brand prepares to host an immersive exhibition in Carnaby Street, simultaneously launching its poignant ‘Back to our roots: Barbour’s AW25 Ode to Ayrshire’ campaign.

At the forefront of Barbour’s London presence is ‘Tartan: The Barbour Way,’ an experiential pop-up showcase. Open to the public on September 20th and 21st at 5-7 Carnaby Street, this free event promises to be a deep dive into Barbour’s rich tartan history. Visitors will have the opportunity to explore stories of family, legacy, and craftsmanship through compelling immersive storytelling and an archival journey, aiming to connect them directly with the British Countryside's vibrant colours that inspire Barbour Tartan.

The pop-up is designed to offer a truly engaging experience. Attendees can witness a live loom artist at work, providing a fascinating insight into the craft. Complementary floral gifts from the Scottish Highlands floral studio, Wild Gorse, will further immerse consumers in the Barbour landscape, bridging the brand’s past with its future for over 130 years. Adding to the ambience, the exhibition will feature a specially curated bar, a collaboration with Belmond, inspired by the Royal Scotsman (a Belmond train) which celebrates its 40th anniversary. The train's expert bar team has crafted a unique cocktail menu for the event.

Running concurrently with the exhibition is Barbour’s ‘Back to our roots: Barbour’s AW25 Ode to Ayrshire’ campaign. Shot and directed by the acclaimed Sam Rock, the campaign is set against the breathtaking, cinematic backdrop of Ayrshire itself. It features a diverse and talented cast, including Edie Campbell, Saffron Hocking, Kit Butler, William Gao, and Charlie Rowe. Each cast member brings a fresh, modern perspective to the enduring Barbour brand, united by a shared appreciation for the countryside and the authentic spirit that defines Barbour.