Burberry turns "ludicrously capacious" Succession jab into fall 2026 campaign position

Burberry's fall 2026 campaign embraces "ludicrously capacious" — a line from HBO's Succession that mocked an oversized Burberry tote as a social blunder. After the episode's premiere drove a 310 percent spike in Burberry handbag searches, the brand under chief creative officer Daniel Lee now reframes the viral insult as something to own rather than apologise for.