Thirty years after the golden era of Britpop, Oasis is touring, Topshop is back, and Britain’s cultural power is once again peaking.
From music to TV, British culture is being reimagined. PinkPantheress’ mixtape Fancy That wraps a vibrant collage of cult British iconography from tartan checks, red phone boxes, and royalty. On social media, Amelia Dimoldenberg exports Britain’s dry wit through her hit Chicken Shop Date. And on Netflix, Lena Dunham’s Too Much romanticises London through the eyes of a young American woman, joining classics such as The Holiday and Notting Hill. Combined with the incredible momentum of British sport - the Lionesses’ historic win and the Women’s Rugby World Cup victory, and Britain suddenly feels iconic again.
But Britain has always been iconic. Think Punk culture, Burberry, Kate Moss, grime…
So, what’s different about this new British revival?
To understand why this trend is taking shape now, and what it is telling us about people’s shifting values, we contextualised it within today’s macro landscape. Socially, widening gender divides and masculinity in flux are contributing to a climate of fragmentation. Whilst we may be more technologically connected than ever, data from the World Health Organisation states that loneliness is on the rise, especially amongst young people. Add to that the rising cost of living, climate change, and the tense political polarisation in the country, the resulting picture is one of uncertainty.
Surfacing during a period of political polarisation, we examined culture to identify the new semiotic codes of British identity that signal wider cultural change.
Our main finding? Familiar British tropes are being reimagined to create something fresh. This is Cool Britannia 2.0 – an inclusive, playful and at times ironic reinterpretation reflecting modern Britain.
Three ways Cool Britannia 2.0 is showing up
1. Great Britons: Reclaiming British symbols
The Union Jack has long been a potent symbol of British identity and patriotism. In today’s polarised climate, its meanings are more complex than ever. However, youth culture today is providing a counter-narrative by reclaiming the symbol to represent a more inclusive Britain and placing Black British excellence at the fore. This is evident across the vibrant rap, grime, and jungle scene, with artists such as Nia Archives, Central Cee and Stormzy prominently featuring the Union Jack on clothing and accessories.
The British-Nigerian and Indian fashion brand Ahluwalia challenges traditional representations by staging campaigns at iconic heritage sites like Big Ben but featuring diverse casts that reflect modern Britain.
Brand takeaway: British symbols of the past can be reimagined by brands as emblems of inclusivity, creativity and belonging in modern day Britain.
2. Soft Armour: New portrayals of masculinity
A softer version of manhood is emerging in Britain. Where British masculinity was once rooted in stoicism and a ‘stiff upper lip’, a gentler version is gaining ground, one that embraces vulnerability and confronts mental health.
On screen, Stephen Graham embodies working-class grit and fragility in equal measure in Netflix’s Adolescence. In music, South Londoner Sampha approach the subject with vulnerability and honesty, whilst actor and rapper Ashley Walters shares his personal reflections on fatherhood in his viral A View From a Bridge video. This shift is highlighted by actor Daniel Craig’s campaign for brand Loewe which features oversized knits and colourful prints to embrace a more eccentric masculinity - a stark contrast to his hyper-polished James Bond persona.
Brand takeaway: There is an opportunity to offer counter-narratives to traditional masculinity, portraying men as multidimensional characters and highlighting their strength through empathy and self-expression.
3. Dark Decadence: New status signalling
Decadence is back with a bang. In response to prevailing doom-and-gloom narratives, people are embracing fantasies of maximalism and indulgence as a form of escapism.
In film and TV, depictions that upend class expectations and redefine the archetypal British villain appear in films like Saltburn and TV series Rivals. Beyond the screen, decadent experiences - from the Belmond luxury trains to Harrods’ Baccarat Bar - signal status through curated extravagance. This version of Britishness fuses heritage with sensual, maximalist flair, blurring the lines between old-money luxury, excess and the pursuit of power.
Brand takeaway: Lean into maximalist indulgence and aspirational status, drawing inspiration from cult British characters and heritage aesthetics to create memorable experiences.
This cultural lens on Britishness highlights the need to balance timeless heritage with timely disruption.
Iconic brands are already creatively reimagining their DNA to connect with today’s consumers.
Burberry’s collaboration with TikTok star Bemi Orojuogun (aka ‘Bus Auntie’) blends an iconic London setting and the classic Burberry check. John Lewis Tableau campaign captures the vibrant history of British life and the brand’s enduring role as a day-to-day trusted companion. Global players are joining in, too: Adidas’ Original Forever partnership with Britpop band Oasis by reimagining the band’s classic 90’s style for today.
So, how can brands leverage the Cool Britannia 2.0 wave?
1. Reinforce your Brand DNA, while reimagining its expressions: Strong brands stay true to their roots while acting with agility to boost their cultural vibrancy.
Are you leveraging the emergent conversations, manifestations and partnerships related to Britishness to build Meaningful Difference?
2. Identify the right ‘corner’ of Britishness for your brand: British culture is complex; the cultural codes are deeply regional and rich in nuance and layers.
What is your brand’s unique and ownable take on Britishness? And how does that go beyond stereotypical tropes and London-centric views of Britain?
3. Constantly refresh your cultural understanding of Britain: Neither culture nor identity is fixed, they constantly evolve with societal and generational shifts.
Brands that thrive, proactively refresh their understanding of Britishness and anticipate cultural direction.
Do you have the right cultural intelligence to decode these shifting signals? And do you act on them before your competitors do?
To access our full set of seven cultural manifestations and cultural map of Britishness, please get in touch with lisa.balestrieri@kantar.com and hari.blanchbennett@kantar.com.