Some British stereotypes are annoyingly true. The mundane weather chat. The clingfilm lay-by packed lunches. The idea that all problems might be solved by getting in a car and driving somewhere green. Burberry understands these better than most, and under Daniel Lee, the luxury fashion house’s sense of Britishness has settled into something charmingly muddy at the hem.
For its new Autumn 2026 campaign, Escape to the Countryside, that idea becomes a road trip through the rolling British hills, ending at Deene Park in Northamptonshire. Among the friends folded into Burberry’s dream of town-to-country freedom is Moses Martin, making his first ever fashion campaign appearance alongside Edie Campbell, Nora Attal and Sang Woo Kim. Martin, the son of Gwyneth Paltrow and Chris Martin, comes with a famous surname, but with music in his blood he’s not standing in its shadow.
His band People I’ve Met – the New York-based trio he fronts with drummer Orlando Wiltshire and bassist Andrew Suster – released their debut EP Bunny in May, following the singles Promise, For Hire and Loving One. They began as high-school friends in Los Angeles before becoming a band after moving east for college, bringing with them a sound that sits somewhere between indie-rock ache and glossy, full-hearted release. For Hire now soundtracks Burberry’s countryside escape – a song about travelling through a landscape built from heritage, weatherproof romance and very good outerwear. Another EP is already in the works, and Reading and Leeds festivals await in August.
As he stars in the latest Burberry campaign, Martin answers questions about his band, the outdoors and his favourite British food.
George Pistachio: Your song For Hire now belongs partly to a Burberry road trip. Can you tell me about the song and what it means to you?
Moses Martin: The song is a real declaration of self-worth and of coming to the realisation that you can’t just completely give yourself away for someone. You always have to remember to honour yourself and your value and not just be at someone’s beck and call all the time. It’s a fun, upbeat way to do that. And so I think the song ultimately is just about remembering your self-worth.
GP: The campaign is built around escape. What does escape mean to you at this point in your life?
MM: The only real place I get it is in music. It allows me a real break from whatever’s going on in my life and whatever I’m going through. I really escape in music.
GP: Where do your songs usually begin?
MM: I’m always messing around with ideas and playing piano or guitar or with synthesisers or whatever it may be, always fishing for ideas. Sometimes all the good songs just hit me out of nowhere, and it just feels like I receive them from some other place. Sometimes it takes a while to find that, and sometimes I never do for months or weeks. Then sometimes it just sort of clicks and it feels like this thing has fallen into my lap and now I just have to do it justice.
GP: What do you look for in clothing when you’re performing?
MM: What I wear on stage is very similar to, if not identical to, what I wear all the time. And maybe at some point that could change, and we’ll mess around with more conceptual looks. But for now, we like the idea of really being truly representative of ourselves and the way we dress and act in normal life and not trying to do anything different.
GP: What’s your relationship with fashion? Do you have any early memories with clothing?
MM: Brilliant but expensive. I really love clothes. I’m always looking and shopping. I think clothing is one of the primary ways in which we communicate, because the way someone dresses really informs the way they present themselves and the way they carry themselves. It also shows what they want to say about themselves and how they want to be received. I love it for that. My earliest memory is when I went through a huge phase of being a really big fan of Jay-Z when I was about six and I really wanted to dress like him. So, I got a Brooklyn Nets hat and just anything I could find that I thought, “Oh, I think Jay-Z would wear this.”
GP: How has your own style changed through the years?
MM: The older I get – not to say I’m old at all – the more I realise the importance of classics and wardrobe staples. I always tend to reach for things that feel relatively timeless yet maybe have some sort of modern twist or silhouette. Then I have real staples. Like, at any given time, there are only about two pairs of pants that I’m wearing. I’m a firm believer of having a condensed wardrobe where every piece is really a standout in its quality and character.
GP: Burberry carries a very specific idea of Britishness. What aspects of British culture do you enjoy?
MM: Well, having freshly come off of the high of the England v Mexico win in the World Cup games, I can say I think there’s a real emphasis on culture in general, and these places in which people come together to experience something that’s sort of larger than them, larger than individual lives. England has such an appreciation for music, football or just going to the pub and hanging out with your friends. There’s such a lively attitude that is really infectious and inspiring.
GP: Do you have a favourite British food?
MM: Beans on toast. I really love it. And a Full English breakfast with an English breakfast tea too.
GP: Daniel Lee talks about music becoming part of the memory of a long drive. Do you have a song that is inseparable from a particular journey?
MM: There’s a song called Downtown Lights by a band called The Blue Nile and I listen to it frequently when I’m in the back of a cab in New York at night – it's an incredible way to contextualise the city.
GP: You’ve said you are working on another EP. What are you trying to convey now that you didn’t when you made Bunny?
MM: The songs on the EP are more about being in a relationship rather than wanting to be in one. Or being out of one and some of the fears that come with that or the great bits or the parts that are hard. We’re solidifying our sound as a band, the three of us, and what’s unique about us.
GP: What’s your idea of a perfect summer’s day out?
MM: Well, it depends where I am, but wake up at home, have a nice coffee with my family. Then chill a little, do some music, have lunch with my family, go out into town, shop around, then go surfing and see friends. A lot of family time, dinner with my family. And then maybe see some friends at night and have some good conversations and maybe dance a little.
