For the third year running, Good Culture positioned Barbour as the definitive Glastonbury wardrobe, strengthening its status as an essential part of the festival’s cultural identity. We delivered an authentic VIP talent takeover, dressing and capturing major names including Adwoa Aboah, Joseph Quinn, Lily Allen, Lily James, Billie Piper, Gemma Chan and more– ensuring Barbour dominated festival style conversations both on-site and online.

To elevate visibility among high-value audiences, we brokered a premium partnership with The Pig Hotels, installing Barbour as the official outerwear partner for VIPs and headliners. A dedicated gifting suite, product access for all guests and a pre-festival Barbour x The Pig feast allowed us to seed looks early, secure placement in style guides before gates opened and create an “everyone’s wearing Barbour” effect across performers, broadcasters and DJs.

We amplified the campaign through strategic PR, distributing imagery captured at The Pig and on-site at Glastonbury to targeted global media. The result: nearly 400 pieces of coverage, a total reach of 5.74 billion, and tens of thousands raised for Oxfam, cementing Barbour as the must-wear brand of festival season.