Burberry's mesmerising vinyl records are nothing short of an optical illusion

Burberry has taken a stylish detour into the world of music and it’s turning heads for all the right reasons. Known for its iconic trench coats and timeless check patterns, the British fashion house recently dropped something entirely unexpected: a set of custom vinyl records. But these aren’t your average LPs - they double as optical illusions. And fans online can’t get enough.

The first vinyl includes a reinterpretation of Burberry’s classic check pattern. As it turns out, the record creates a looping illusion to the tune of Liquid’s 1992 rave hit, Sweet Harmony. It’s part of a collaboration with artist Drew Tetz, who specialises in phenakistoscope-style animation – a technique that predates cinema and uses spinning discs to create moving images.

Reactions online were swift. “I desperately need this to be a real record,” one fan wrote. Another added, “I need it right now in my vinyl collection.” On Instagram, many praised the concept as a branding masterstroke, with one user commenting, “Burberry are smashing socials rn (sic).”

Beyond the design world, the release also taps into music nostalgia and Gen Z’s vinyl revival. It’s rare to see a fashion brand jump into physical media in such a striking, tactile way – and rarer still to do it this well.

So far, there’s no word on whether the records will be made available for public purchase, but that hasn’t stopped the buzz. Between the clever visual trickery and the high-fashion aesthetic, Burberry’s vinyls are already a collector’s dream in the making.