Fulfilling a 415-mile journey, Ayrshire, the birthplace of Barbour and the home of tartan, is coming to central London this weekend.
Forming part of the wider London Fashion Week schedule, the British heritage brand is hosting an exhibition in Carnaby Street while also launching its ‘Back to our roots: Barbour’s AW25 Ode to Ayrshire’ campaign.
Barbour will unveil ‘Tartan: The Barbour Way’ an experiential showcase pop-up open to the public across 20-21 September at 5-7 Carnaby Street with the free event “delving into the stories of its tartan history [while] celebrating family, legacy and craftsmanship through immersive storytelling and archival exploration”.
It aims to immerse the public in the colours of the British Countryside which is the inspiration behind the Barbour Tartan.
The pop-up will include a live loom artist and complementary floral gifts from the Scottish Highlands floral studio, Wild Gorse, allowing “consumers to be immersed in the Barbour landscape that has connected the past with the brand’s future for over 130 years”.
The exhibition will also host a bar, created in collaboration with Belmond and inspired by the Royal Scotsman (a Belmond train) celebrating its 40th anniversary, with cocktails curated by the train’s expert bar team.
Meanwhile, the campaign, shot and directed by Sam Rock, is set against the cinematic backdrop of Ayrshire with it featuring a cast including Edie Campbell, Saffron Hocking, Kit Butler, William Gao, and Charlie Rowe. “Each brings a fresh, modern perspective to Barbour, grounded in a shared love of the countryside and the brand’s enduring authenticity”.
