Bowed, Crowned & Checked: Burberry’s Chic Reign Over Claridge’s Christmas

At Claridge’s in London, Christmas doesn’t arrive quietly — it makes an entrance. This year, that entrance comes wrapped in Burberry check, crowned in gold, and tied together with hundreds of velvet bows. Creative director Daniel Lee has transformed the hotel’s legendary Christmas tree into a theatrical love letter to British heritage, sustainability, and unapologetic festive glamour — and in true Claridge’s fashion, it’s less decoration and more destination.

Towering in the hotel’s Art Deco lobby, the 2025 tree is lavish without being literal. Instead of the expected overload of baubles and sparkle, Lee leans into texture and symbolism. More than six hundred bows, crafted from surplus Burberry fabric, ripple across the branches in rich, tactile layers — a nod to Victorian traditions of gifting and gathering, reinvented through a modern fashion lens. At its base, oversized chess pieces quietly reference Burberry’s iconic equestrian knight, while a regal crown replaces the usual star at the top. It’s festive, yes — but also slightly mischievous, unapologetically British, and very aware of its audience.

The tree is just the beginning of a full Burberry takeover at Claridge’s. From check-trimmed interiors to scarf-draped doormen and custom details throughout the hotel, the collaboration unfolds like a couture holiday fantasy. Even the sweet trolleys and seasonal cocktails bear the brand’s unmistakable touch, while a limited-edition hand-painted bell-boy bear bauble — dressed head to toe in Burberry — has already become a collector’s obsession.

What makes this installation feel especially of the moment is its quiet sustainability story. The use of surplus fabrics and natural foliage brings an organic softness to the spectacle, balancing the grandeur with intention. Thistle, a subtle homage to Burberry’s Scottish roots, weaves through the greenery, grounding the fantasy in heritage and landscape rather than sheer opulence alone.

Claridge’s Christmas trees have long been a cultural moment, with fashion houses and designers reimagining the tradition year after year. Yet Daniel Lee’s return to this storied collaboration feels particularly poetic. A decade after Burberry last dressed the Claridge’s tree under a previous creative era, the brand is once again shaping the season — this time with a sharper edge, a lighter hand, and a distinctly modern sense of British confidence.

There is something wonderfully theatrical about the entire scene. The chess pieces suggest strategy and legacy. The bows speak to celebration and unity. The crown declares quiet dominance over the London holiday season. It’s festive without being whimsical, luxurious without tipping into excess — precisely the balance that both Burberry and Claridge’s have mastered.

In a world where holiday décor often slips into predictability, this tree feels daring, considered, and refreshingly fashion-forward. It doesn’t just mark the start of the season — it announces it. And if Christmas trees could wear couture, this one would undoubtedly be walking the December runway.