Will Burberry’s ‘best of British’ strategy be enough to save it?

When Kate Moss turned 50 earlier this week, there were the inevitable reminiscences about her most iconic fashion moments. While the Croydon-born supermodel has been the face of Chanel, Saint Laurent and Calvin Klein over the years, there is one label with which she is particularly aligned: Burberry, the revered British heritage brand whose campaigns she fronted 18 times in 20 years (1998 – 2018).