‘Burberry for breakfast?’ The British house takes over London café Norman’s

Part of Burberry Streets – a home city takeover to coincide with London Fashion Week and the arrival of Daniel Lee’s debut collection in stores – the British house embraces another institution, the greasy spoon

Burberry Norman’s Cafe
Inside Burberry’s takeover of London’s Norman’s Cafe
(Image credit: Courtesy of Burberry)

One British institution meets another this week, as Burberry puts its spin on the London café to coincide with the arrival of London Fashion Week and Daniel Lee’s sophomore show, which takes place next Monday (18 September 2023).

The café in question is Norman’s in the north London neighbourhood of Archway, which opened its doors in 2021 – having begun life as a takeaway during Covid lockdowns in 2019 – and provides a playful take on the traditional greasy spoon. Dishes include riffs on fried egg and chips, sausage and mash, and beans on toast, as well as more distinct offerings (kedgeree arancini and cod’s roe with ‘Frazzles’ crisps have previously featured on the menu). ’Burberry for breakfast?’ asks the house of what will no doubt prove to be London’s covetable fry-up.

Burberry takes over London’s Norman’s Cafe

Burberry cafe

(Image credit: Courtesy of Burberry)

The takeover of the café – which will also feature a roving ‘Burberry at Norman’s Cafe’ food truck on The Strand and Duke of York Square, as well as plates adorned with the house’s motifs – marks the beginning of a new project, ’Burberry Streets’, a series of international takeovers that will centre on Lee’s now-signature Burberry blue (the shade appeared throughout his first collection, shown in February this year in London’s Kennington – see our London Fashion Week A/W 2023 highlights).

Titled ‘Knight Blue’ – a reference to the brand’s equestrian logo, which Lee has reinvigorated to symbolise his tenure – it will appear in locations across the city, including Bond Street and Piccadilly. The 'Equestrian Knight’ symbol will also appear across London – as chalk stencils on paths and in the city’s parks – while black taxis will be adorned with Lee’s ’English Rose’ print.

‘Burberry Streets’ also coincides with the arrival of Lee’s A/W 2023 collection in stores and online, including the house’s recently renovated Burberry New Bond Street store. Stints in Seoul and Shanghai will follow, part of a desire for Burberry to encapsulate ‘the art of discovery and exploration’ (Lee’s first show in part drew on the great outdoors, the space echoing early tent designs from the house made in the late-19th and early-20th century).

Burberry campaign

A model wears a scarf in Burberry‘s ‘Knight Blue’, part of Daniel Lee’s debut, A/W 2023 collection

(Image credit: Photography by Tyrone Lebon, courtesy of Burberry)

A further element to the takeover, involving another London institution – so far under wraps – will be revealed later in the week. The show itself will be held in north London’s Highbury Fields.

‘We are so excited to see Daniel's first collection arriving in-store and online,’ says Rod Manley, Burberry CMO. ‘With our redesigned website, new brand signifiers across product and branding and the launch of our global Burberry Streets initiative here in our home market, we're looking forward to sharing the new Burberry world with our clients.’

Norman’s Cafe is at 167 Junction Road, N19 5PZ. The week-long takeover will run until 18 September 2023. 


Fashion Features Editor

Jack Moss is the Fashion Features Editor at Wallpaper*, joining the team in 2022. Having previously been the digital features editor at AnOther and digital editor at 10 and 10 Men magazines, he has also contributed to titles including i-D, Dazed, 10 Magazine, Mr Porter’s The Journal and more, while also featuring in Dazed: 32 Years Confused: The Covers, published by Rizzoli. He is particularly interested in the moments when fashion intersects with other creative disciplines – notably art and design – as well as championing a new generation of international talent and reporting from international fashion weeks. Across his career, he has interviewed the fashion industry’s leading figures, including Rick Owens, Pieter Mulier, Jonathan Anderson, Grace Wales Bonner, Christian Lacroix, Kate Moss and Manolo Blahnik.