The Burberry Wild Bunch

With Cara Delevingne as their leader, welcome to the new-gen Rat Pack...

Forget the Rat Pack or the Primrose-Hill set, the young and infamous crowd have a new name – the Burberry Wild Bunch (BWB). With their hard-partying, scruffy ‘n’ sexy tresses, and amazing designer threads, the socialites have been chosen by the 157-year-old fashion house to keep the brand looking edgy. And it’s worked!

Lead by Cara Delevingne, BWB-ers including, Suki Waterhouse, Edie Campbell and Tali Lennox, helped brand sales rise by 10 percent (to $772 million) in the first three months of this year. Crazy, right?

Cara Delevingne and Eddie Redmayne in a Burberry campaign.

A senior fashion analyst told the Daily Mail, “Burberry loves using young, relatively unknown models that have a real edge to their look. They have that classic British boarding school look about them but with some sass.

“Burberry guys and girls are the boarding school kids who get caught smoking behind the cricket pavilion or get suspended for snogging.”

Except instead of getting caught making out with a guy from the school next door, they’re busted carrying dodgy-looking bags of white powder à la Cara Delevingne, 20, who dropped the suspicious item right in front of a bunch of paps last week.

It’s not the first time one of their famous face has been caught dabbling with mysterious substances. The brand (and the world) were left reeling in 2006, when their top model Kate Moss, was snapped snorting a white powder.

While the fashion house initially shunned Moss back in the day, they had her pouting front and centre nine months later. This time, they haven’t even bothered commenting. After all, what do you expect when you hire a wild child?

The girls of the Burberry Wild Bunch cohorts:

Tali Lennox, 20, was the face of Burberry from 2010 to 2011. She’s the daughter of Eurythmics singer Annie Lennox and film producer Uri Fruchtmann. She's living in New York chasing “creative pursuits”.

Gabriella Wilde, 24, worked for Burberry in 2012. Her name is actually Gabriella Zanna Vanessa Anstruther-Gough-Calthorpe. Phew. Her half-sis, Isabella, recently married Virgin heir, Sam Branson.

Edie Campbell, 22, has featured in Burberry campaigns since 2006. The daughter of an architect, she went to the prestigious St Pauls’ girls school and was known for dating bad boys like Razorlight muso Johnny Borrell. She’s now loved-up with fellow Burberry model Otis Ferry.

Rosie Huntington-Whiteley, 26, was a Burberry staple from 2008 to 2012. She has a healthy image now but when the VS Angel was dating Ty Wood (the son of Rolling Stone muso, Ronnie) she wasn’t against partying it up all day in Ibiza.

Suki Waterhouse, 20, is the newest face in the Burberry stable. The model made her party debut when she was just 16, hitting the town with her BFFs, Cara Delavingne, Tali Lennox and Georgia May Jagger.