There’s a particular thrill in the air when the World Cup rolls around every four years. Whether you’re a diehard football fan or you couldn’t tell a free kick from a foul, who can resist the pull of the beautiful game—the camaraderie, the adrenaline, the sense that wherever you are on the map, the whole world is tuned into the same frequency? And when football fever is at its peak, there are few brands better poised to meet the moment than Burberry—and even fewer stars more willing to go all in than Thai heartthrob Bright Vachirawit.
Footy fever is at the heart of Vachirawit’s latest campaign for Burberry, and below, the Thai star tells GRAZIA Singapore more about his earliest memories of the game, what it was like to star in the house’s ‘A Good Sport’ campaign, and more.
“Burberry has connected football fans across generations for decades,” says chief creative officer Daniel Lee of the house’s new campaign. “It’s only right that we celebrate that this summer.” It’s a classically Burberry celebration, taking the form of a star-studded Fall/Winter 2026 campaign which taps into the unmistakable, infectious energy that only a match day could bring. British icons like actor Stephen Graham and model Rosie Huntington-Whiteley are pictured alongside football stars Declan Rice, Eberechi Eze, and Son Heung-min—and for Burberry ambassador Bright Vachirawit, the campaign was the culmination of a lifelong love of the game.
“Everyone grew up playing football,” says Vachirawit. His earliest memories of the game are intertwined with family, watching Manchester United matches alongside his uncle. “There’s a deep connection to the game,” he continues. “Whenever you watch it, you’re surrounded by people who love the game as much as you do.” The actor might hail from Thailand, but his experience on the London set, surrounded by British icons, was as familiar as a childhood memory. “It felt like what I would imagine a classic Sunday league kickabout would feel like,” he says of his time shooting the campaign. “It makes you want to join in.”
If the campaign images are anything to go by, when Vachirawit joins in, he certainly doesn’t do it by halves. Pictured in a quietly elegant Burberry ensemble, he ducks through the game day bustle, expertly dribbles a ball, and does it all without breaking a sweat. The atmosphere of pre-game anticipation is interspersed with shots of Burberry’s chic Fall/Winter 2026 collection—so seamlessly that you almost forget it’s the focal point of the campaign. On Vachirawit, though, that classically British sense of style is unmistakable. The actor swaps cleats for the more street-friendly Knight Runner sneakers, pairing them with a cream jacket and shorts trimmed with Burberry’s classic House Checks. Taken all together, he’s the picture of British elegance—which, in his own words, is succinctly described as “classic, with a hint of irony.”
In this approach to fashion, there’s yet another childhood memory for Vachirawit, who grew up with a certain respect for the Burberry brand. “I remember recognising the iconic pattern in a mall, and the first time someone gifted me a Burberry wallet, it felt special,” he recalls. “It was like they really cared and had thought about their present.” With every milestone moment with the brand, the Burberry ambassador’s appreciation for this ethos has only deepened. When asked what makes someone a good sport, his answer is measured: “Being a graceful loser and showing respect, whether you win or lose.”
He’s not all polite smiles and deference, though. There’s a grit and edge to Vachirawit that defines every die-hard fan of the sport—ask him what makes the ultimate match day experience, and you’ll catch a glimpse of it. “When my team wins,” he says bluntly. “Everything else is a bonus.”
In that spirit, get a closer look at Burberry’s adrenaline-filled, classically British ‘A Good Sport’ campaign.
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