Barbour’s Ode to Ayrshire capsule returns to the Scottish coast where the house’s tartan first found shape, placing the collection in dialogue with the landscape that authored it. The campaign stars Charlie Rowe, William Gao, and Kit Butler, each bringing a different emotional weight.
Barbour Ode to Ayrshire
For Barbour, the setting does the work of explanation. Scarves fall against tweed and waxed cotton, checks reflecting the hues of water, grass, and stone. Tartan is treated as lineage, dressing coats, shirts, and pouches.
Kit Butler stretches across tall grass in a dark checked jacket, his scarf thrown over him like a thread back to the land.
William Gao, captured against a backdrop of storm clouds, holds a dried branch in one hand as a tartan pouch swings at his side.
Charlie Rowe buttons a coat inside a car one moment, standing in corduroy with the wind in his scarf the next. The styling moves easily between town and country but never let’s go of its rural roots.
Barbour’s capsule carries a quiet conviction. It reminds us that heritage can be something lived, worn, and carried forward in a language that is both familiar and enduring.
