Lila Moss: ‘I definitely feel freer and more relaxed’

A Moss in a Burberry campaign, you say? Likely place for them to be. Throughout the 2000s, Kate was practically on Christopher Bailey’s speed dial, cropping up in countless campaigns as a young bride in a Burberry check wedding dress, or darting through the rain under Liberty Ross’s umbrella, or hiding beneath a trench coat with a fresh-faced Cara Delevingne. But, despite her own sky-rocketing modelling career – one that includes catwalks, covers, and a pack of Coperni robo-dogs – 21-year-old Lila Moss has yet to star in an ad for the storied British house. That is, until now.

Heading to the Lake District for the label’s Winter 2024 campaign, the model progeny had to brave treacherous rock paths to reach the shoot’s destination (“It felt like we were in Jurassic Park!”) but was met with unseasonably warm climes, a 24-hours bookended by intense weather on either side (“I got really lucky,” she says). Like most British models, shooting Burberry has long been on Moss’s bucket list, and she can now upgrade her front row seat at Daniel Lee’s last show to a starring role in his latest campaign. But despite her solo shots on the Cumbrian crag side, Moss isn’t the only fashion royalty fronting the new campaign. After closing the AW24 show, Maya Wigram –  daughter of revered designer Phoebe Philo – returns for its accompanying campaign, joined by cult 00s face Agyness Deyn, plus Adwoa Aboah, Lily Donaldson and Nora Attal. It’s a stacked cast packed with cool, Brit faces of past and present, and Lila Moss fits right in.

Below, we chat to the model about what the campaign means for a “London girl”, her autumn book recommendations, and the first time she saw her mum on a Burberry billboard.

Hey Lila! Can you tell me a bit about bagging the campaign and how you felt when you found out?

Lila Moss: Hi! Hearing about an option for this campaign was so exciting. As a London girl, shooting a Burberry campaign has always been a big goal of mine and I loved this collection at the show, so I was very happy.

What does it mean to you to work with such an iconic British brand?

Lila Moss: Working with Burberry is a very big deal, I’ve seen all of the iconic London girls shoot the campaigns and it’s always been a dream of mine.

What was it like shooting the campaign on location? How did you fare in the Great Outdoors?

Lila Moss: We shot the campaign in the Lake District and it was really special. I got really lucky because the day before and after I shot, the weather wasn’t great, but when I got to set it was blue skies and so warm. The views there are so dramatic and the nature is incredible, especially at that time of year. I was so excited about the bluebells and the lakes were just so still. To get to wardrobe we had to get a buggy up these crazy rocky paths and down really steep hills – it felt like we were in Jurassic Park!

“One of my earliest Burberry memories is my mum and Cara’s fragrance campaign. We landed at Heathrow and they were up on the big billboard at baggage claim” – Lila Moss

Would you say you’re more of a city girl or a country girl?

Lila Moss: I think I can really lean into both, depending on if I’m in London or the countryside. I definitely feel freer and more relaxed in the countryside. Being around nature makes me so grounded and I try to go as much as I can.

Do you have any early Burberry memories, like a campaign you really love, or the first piece you ever collected?

Lila Moss: One of my earliest Burberry memories is my mum and Cara’s fragrance campaign. We landed at Heathrow one day and they were up on the big billboard at baggage claim. I was so excited and thought they looked so cool in their matching trenches.

What about an archival piece you’d love to get your hands on?

Lila Moss: I’d love to own an archive Burberry trench, they are so iconic.

What was your reaction when you saw the final images?

Lila Moss: I was so happy, Tyrone is amazing and I knew that I was in safe hands.

I also read that you’re a bit of a bookworm – what are you reading at the moment, and do you have any upcoming releases you’re excited about?

Lila Moss: I’ve just finished reading Into the Magic Shop by [neurosurgeon] James R Doty. It was such a powerful read – I couldn’t put it down and I’m constantly recommending it. Sally Rooney is also releasing a new book called Intermezzo in September, and as a big fan of Normal People I’m really looking forward to reading this one.

If you could switch lives with any character from any novel, who would it be?

Lila Moss: That’s so hard. Maybe Lucy from The Lion The Witch and The Wardrobe – I’d love to see Narnia!

Click through the gallery above to see Moss and the rest of the Winter 2024 cast