Table of Contents

The Influence of Historical & Cultural Figures in Brand Storytelling

Introduction: The power of narrative in modern branding

In the highly saturated world of fashion and luxury, a brand is much more than a logo or a product—it is a narrative, a story that consumers buy into as much as they buy the item itself. Historical and cultural figures have long been an invaluable tool in storytelling. They act as symbols of values, heritage, and aspirational identity, allowing brands to position themselves within a cultural framework that resonates emotionally with consumers.

Brands that integrate historical and cultural icons into their narratives can evoke authenticity, authority, and a sense of continuity—critical in markets where consumers are increasingly skeptical of marketing hyperbole and demand both transparency and meaning. In the UK, heritage brands like Burberry have leveraged national icons and historical associations to anchor their brand identity in a narrative of craftsmanship, innovation, and British culture.

This article explores how historical and cultural figures influence brand storytelling, with case studies, examples, and insights into why this approach works, particularly for heritage brands and high-end fashion.

1 — Why historical and cultural figures matter in brand storytelling

1.1 Establishing credibility and authority

Historical figures, whether real or emblematic, lend credibility to a brand. Consumers often associate certain figures with traits such as leadership, sophistication, or innovation. By aligning a brand with these figures, marketers can subtly transfer these qualities to the product and the brand narrative.

Example: Burberry’s use of British icons—from actors like Benedict Cumberbatch to historical wartime references—positions the brand within a lineage of resilience, innovation, and British elegance. This connection conveys authenticity and authority in both fashion and cultural heritage.

1.2 Creating emotional resonance

Cultural figures serve as emotional anchors. People attach values, memories, and aspirational ideals to historical or contemporary cultural personalities. Incorporating these figures into brand storytelling allows marketers to tap into existing emotional networks, creating instant connections with consumers.

Example: Alexander McQueen’s campaigns have drawn heavily on literary and historical narratives, connecting the brand’s edgy designs with themes of British history, folklore, and rebellion. Even without a direct historical figure, the cultural references evoke emotional depth that enhances brand perception.

1.3 Differentiating in a crowded market

In a market where product features—such as materials, cuts, or design innovations—can be replicated quickly, the narrative becomes the differentiator. Historical and cultural associations create a layer of meaning that competitors cannot easily replicate.

Example: Fortnum & Mason’s campaigns frequently invoke British royals or literary figures, reinforcing its identity as a purveyor of quintessentially British luxury. This narrative layer distinguishes it from other high-end retailers selling similar products.

2 — Burberry: Heritage and British icons as brand scaffolding

Burberry is a prime example of a UK heritage brand that uses historical and cultural figures to strengthen its storytelling.

2.1 The trench coat and wartime iconography

Burberry’s trench coat, originally designed for British military officers during World War I, has become emblematic of the brand’s link to British history. Marketing campaigns often highlight archival imagery, referencing both the coat’s military origins and its adoption by cultural figures across generations.

Case study: In 2021, Burberry released a campaign celebrating British heritage, featuring archive footage of trench coats in wartime London alongside modern interpretations. This juxtaposition connected the brand’s storied past with contemporary fashion, creating a narrative of timeless relevance.

2.2 Collaborations with contemporary cultural figures

Burberry frequently collaborates with contemporary British icons—actors, musicians, and artists—to anchor its brand in modern cultural relevance while maintaining historical resonance.

Example: The collaboration with actor Emma Watson highlighted sustainable practices in fashion, linking Burberry’s heritage with progressive cultural movements. By choosing figures recognized for cultural credibility, the brand reinforces its identity as both traditional and forward-looking.

2.3 Storytelling through digital and social media

Burberry leverages digital platforms to tell stories that blend historical context with modern cultural relevance. Instagram campaigns often pair archival imagery with contemporary figures, creating an ongoing dialogue between past and present. This strategy not only appeals to younger consumers but also reinforces the brand’s heritage story to loyal, long-standing customers.

Commentary: Burberry’s approach demonstrates that historical figures do not need to be alive or contemporary; even symbolic or archival personas can be activated to enrich a brand narrative.

3 — Other UK brands leveraging historical and cultural figures

3.1 Alexander McQueen

Alexander McQueen, known for dramatic and theatrical collections, often draws inspiration from British history and literature. Collections like “Savage Beauty” referenced Victorian-era dress, Gothic motifs, and historical British craftsmanship. By evoking historical narratives, McQueen created an emotional depth that transformed runway shows into storytelling experiences.

Example: The “Plato’s Atlantis” collection combined futuristic designs with references to ancient myth and British natural history, connecting the brand to a broader cultural and intellectual context.

3.2 Fortnum & Mason

As a heritage retailer, Fortnum & Mason uses cultural figures to emphasize Britishness and timeless luxury. Collaborations with royalty or literary icons highlight the brand’s alignment with national pride and high culture.

Case study: The “Royal Jubilee” collections celebrate British monarchy milestones, linking Fortnum & Mason’s products to cultural moments that resonate with national identity and nostalgia.

3.3 Hunter Boots

Hunter, a brand synonymous with functional British footwear, has leveraged cultural figures such as musicians, adventurers, and style icons in its campaigns. The connection to figures like Kate Moss or British festival culture reinforces the brand’s narrative of practicality fused with style.

Insight: Small brands can mimic this strategy by identifying local cultural figures who embody the brand’s values and aesthetic, creating a sense of aspirational association without large-scale celebrity campaigns.

4 — Mechanisms through which figures enhance storytelling

4.1 Symbolic association

Historical or cultural figures act as symbols, encapsulating traits the brand wants to project: elegance, bravery, innovation, or sustainability. Consumers subconsciously map these traits onto the brand.

4.2 Narrative scaffolding

Figures provide a framework for storytelling. They create a storyline that guides content creation, from marketing copy and advertising visuals to in-store experiences.

Example: Burberry’s “Art of the Trench” campaign used the trench coat’s military history as scaffolding, while integrating contemporary figures to illustrate timelessness and modern relevance.

4.3 Social proof and cultural legitimacy

Aligning with respected figures lends authority and credibility. Cultural figures act as validators, signaling to consumers that the brand shares values with individuals who already embody prestige or trustworthiness.

Example: By collaborating with Emma Watson, Burberry reinforced sustainability credentials, leveraging Watson’s cultural authority to signal ethical alignment.

5 — Practical examples for small and emerging brands

While large heritage brands like Burberry have resources for multi-channel campaigns, smaller brands can adopt similar strategies in accessible ways:

Micro-influencers as local cultural figures – Partner with respected community figures or local artists whose values align with the brand. Their recognition can lend authenticity without the high cost of celebrity endorsements.
Historical storytelling – Research local craft or cultural history. Highlight artisans, local materials, or historical design motifs in marketing. This creates a sense of narrative continuity and heritage, even for new brands.
Digital archives and content marketing – Use blog posts, social media content, and email campaigns to tell mini-stories about historical inspiration or cultural associations. This deepens consumer engagement and builds an intellectual and emotional connection.

Case example: A small UK knitwear brand could highlight the history of Scottish wool, showcase a local knitting artisan, and tie it to modern sustainable practices. This mirrors the macro-level storytelling of Burberry but is achievable on a micro scale.

6 — Commentary from branding experts

Clara Higgins, branding strategist: “Historical and cultural figures are essentially shorthand for complex values. A well-chosen icon can communicate decades of heritage or ethos in seconds.”
James Clarke, creative director: “Consumers today crave stories that feel authentic. Leveraging real historical figures or cultural personalities signals legitimacy and differentiates a brand in a crowded marketplace.”
Academic insight: Research in marketing psychology shows that narrative transportation—where consumers are ‘immersed’ in a story—significantly increases brand recall and purchase intent. Historical and cultural figures serve as anchors for this immersive storytelling.

7 — Pitfalls to avoid

While historical and cultural figures can add depth, brands must tread carefully:

Over-reliance on celebrity without context – Simply featuring a figure without a clear connection to brand values can appear superficial.
Misappropriation of culture – Using cultural figures without respect or understanding can backfire, especially in markets sensitive to cultural authenticity.
Obscure references – Historical references that are too obscure may confuse rather than engage. Balance specificity with recognizability.

Advice for small brands: Start with micro-historical or local cultural references that align with your ethos; authenticity trumps broad but shallow recognition.

8 — Measuring the impact

Brand storytelling through figures can be measured across several dimensions:

Engagement metrics – Social media interactions on posts featuring figures or historical references.
Purchase intent – Surveys or A/B testing campaigns with and without figure-driven narratives.
Brand perception – Brand tracking studies can assess whether associations with cultural or historical figures shift perceptions of authenticity, luxury, or trustworthiness.

Example: Burberry’s campaigns featuring British icons often see higher engagement rates on social platforms, indicating that the narrative resonance translates into measurable consumer attention.

9 — Future trends

9.1 Digital storytelling and AR/VR

Brands are increasingly using augmented reality to bring historical figures and cultural narratives to life. Virtual experiences can allow consumers to “meet” historical figures, tour artisan workshops, or explore cultural backstories interactively.

9.2 Collaborative heritage projects

Smaller brands are collaborating with cultural institutions, museums, and local heritage organizations to access archives and historical narratives, lending credibility while providing content for storytelling.

Example: A collaboration with a local museum could allow a brand to feature historically significant designs in limited editions, connecting past and present.

9.3 Sustainability as a cultural value

Cultural figures are now being leveraged not just for heritage, but to communicate sustainable practices. Historical artisanship, craft traditions, and local production are positioned as cultural values that resonate with ethically minded consumers.

Conclusion

Historical and cultural figures remain a powerful tool in brand storytelling, providing authenticity, emotional resonance, and differentiation. For UK brands like Burberry, the integration of British icons—past and present—reinforces heritage, credibility, and modern relevance simultaneously. Smaller brands can adopt similar strategies at a micro level, using local figures, historical references, and storytelling campaigns to build narrative depth without large budgets.

By aligning brand identity with the values, stories, and recognition that historical and cultural figures embody, fashion and luxury brands can elevate their narratives, connect more deeply with consumers, and create enduring brand loyalty.

Here’s a practical, actionable compilation of case studies, expert commentary, and examples showing how historical and cultural figures are used in brand storytelling—focusing on UK heritage brands like Burberry and other smaller players.

Case Studies, Comments & Examples

1. Burberry — British Icons & Heritage Storytelling

Approach:
Burberry frequently integrates UK historical and cultural figures—both past and contemporary—into its campaigns to reinforce heritage and modern relevance. Examples include:

Winston Churchill references & trench coat heritage: Archival storytelling highlighting the trench coat’s military origins.
Celebrity collaborations: Benedict Cumberbatch, Emma Watson, and Adwoa Aboah used as cultural touchpoints linking tradition with modern values (sustainability, diversity, British identity).
Digital campaigns: “Art of the Trench” and Instagram storytelling mixing historical imagery with contemporary personalities.

Results:

Reinforced brand as authentically British.
Enhanced emotional connection through recognized figures.
Boosted social engagement, particularly on campaigns featuring celebrities aligned with cultural values.

Expert comment:
Clara Higgins, branding strategist: “Burberry’s use of British icons is a masterclass in blending historical credibility with modern cultural relevance. It signals authenticity without feeling contrived.”

2. Alexander McQueen — Historical and Literary Figures

Approach:
McQueen consistently integrates British history, literature, and folklore into its narrative:

Collections inspired by Victorian England, Gothic motifs, and Elizabethan fashion.
Runway shows act as storytelling experiences, where historical figures or motifs are central.

Example: The “Savage Beauty” retrospective showcased historical and cultural references, connecting brand identity to British artistry and craft.

Results:

Elevated runway shows to cultural events.
Created an aura of sophistication and intellectual engagement around the brand.

Commentary:
James Clarke, creative director: “By invoking history and literature, McQueen’s brand transcends fashion—it becomes a cultural artifact, giving consumers a narrative to belong to.”

3. Fortnum & Mason — Royals and Literary Icons

Approach:
The luxury grocer uses British royalty and literary figures to frame its storytelling:

Celebratory collections for royal events (Jubilees, coronations).
Limited-edition teas and hampers named after literary or historical figures.

Results:

Positions the brand as quintessentially British.
Generates press coverage through association with national events and figures.

Practical lesson: For small brands, linking products to local history or celebrated figures can create premium perception without celebrity-level spend.

Expert comment:
Marketing consultant Laura Simms: “Fortnum & Mason shows that narrative anchored in cultural and historical figures amplifies brand prestige and heritage positioning.”

4. Hunter Boots — Contemporary Cultural Figures

Approach:
Hunter Boots connects its brand to contemporary cultural icons (e.g., festival performers, style icons) while maintaining links to British outdoor heritage:

Campaigns featuring Kate Moss at Glastonbury festival highlight British music culture.
Storytelling emphasizes practicality, durability, and British style.

Results:

Boosted brand relevance among younger consumers.
Positioned functional products as style statements.

Commentary:
Small brands can mimic this by identifying cultural figures whose lifestyle resonates with their target audience—micro-influencers or local icons work well.

5. Small-scale examples of cultural storytelling

5.1 Indie UK knitwear brands

Highlight local artisans, craft history, and regional textile traditions.
Example: Using QR codes to share a short video about the artisan and historical techniques behind the garment.

5.2 Micro-collaborations with contemporary figures

Emerging designers partnering with young British actors, writers, or musicians.
Adds aspirational appeal and cultural relevance without expensive celebrity fees.

Expert commentary:
“Even small brands can create strong narrative capital by highlighting cultural or historical figures who authentically reflect the brand’s values,” says branding strategist Clara Higgins.

Key Insights and Takeaways

Historical figures anchor authenticity: British heritage brands like Burberry and Fortnum & Mason rely on historical references to communicate craftsmanship, resilience, and authority.
Cultural figures create emotional resonance: Collaborations with actors, musicians, or writers build aspirational connections with consumers.
Micro-level storytelling is viable: Small brands can leverage local artisans, historical references, and emerging cultural figures for authenticity and differentiation.
Digital platforms amplify storytelling: Instagram, TikTok, and brand websites allow for interactive narratives connecting past and present.
Alignment is crucial: Figures used must align with brand values to avoid superficiality or misappropriation.

Practical Examples / Campaign Ideas for Small Brands

Strategy	Example	Expected Benefit
Historical narrative	Feature archival photos or short videos of early founders, local craftsmanship	Builds heritage and credibility
Cultural figure collaboration	Partner with a local musician or artist to co-create limited editions	Drives engagement and aspirational perception
Story QR codes	Add QR codes to labels linking to artisan interviews or history of the craft	Creates interactive and emotional brand experience
Seasonal cultural tie-ins	Limited products referencing local festivals, literature, or historical anniversaries	Enhances uniqueness and storytelling depth