The quintessentially British label heads to the Athenian coast for a summer takeover
Britain’s most enduring luxury house has swapped London drizzle for Aegean sunshine, and it hasn’t travelled light. For anyone wondering what happens when a brand this steeped in Britishness goes on holiday, the answer is simple: it takes the check print with it.
While many of London’s marquee fashion names — Victoria Beckham, Stella McCartney, Vivienne Westwood and Alexander McQueen among them — decamped to Paris over the years, Burberry has stayed put in the city that made it. It remains the anchor of the London Fashion Week calendar, the one heritage label that turns up season after season, and in doing so has come to define what British luxury actually looks like.
That heritage runs deep. The trench coat began life as functional military outerwear for British officers during the First World War, and the brand has long leaned into its national identity, casting beloved home-grown talent in its campaigns and runway shows. But even the most patriotic institution needs a break now and then.
A resort transformed
From now through 31 October, Burberry has set up shop in Greece at the One&Only Aesthesis, a five-star resort just outside Athens. Sitting in Glyfada — the gateway to the so-called Athenian Riviera — the property is tucked well away from the bustle of the capital. It’s a relative newcomer, having opened in late 2023, which makes this its third summer season.
The layout feels less like a hotel and more like a small coastal town. Bungalow-style suites are linked by winding Mediterranean walkways scented by olive groves, fig trees and sea air, and the grounds are large enough that guests get around by buggy or bicycle. Now, all of it wears a Burberry touch.
A new colour for a new setting
Every mode of transport — boats included — along with the tennis courts and sun loungers has been dressed in a custom Burberry check. This isn’t the familiar camel, black, white and red, though. Instead, the house has introduced a fresh turquoise colourway inspired by the clear waters surrounding the resort. Near the entrance, a boutique welcomes arriving guests with the brand’s 2026 High Summer collection, from swimwear to hand-crocheted raffia beach bags.
With scenery striking enough to have drawn filmmakers to the area in the mid-20th century, the resort already had glamour to spare. Burberry’s arrival has simply raised the bar.
