Burberry’s new campaign is all about looking forward.
“This campaign is about looking forwards, looking to the future – inspired by youth, it brings together a community of different talents and worlds as one. United by passion, commitment, and love, this campaign is a celebration of their dreams, of exploring and of always going beyond,” Riccardo Tisci, Chief Creative Officer of the brand, shared in a press release. “I’m honored that Burberry can partner with Marcus Rashford and amazing organizations around the world to give back to the next generation, allowing them to explore their dreams. And I wanted to take that concept – of exploring beyond – to express a real sense of freedom in the campaign. It’s all about that fearless spirit and imagination when pushing boundaries, something that we hold so close to our hearts at Burberry.”
Burberry campaign origins
Continuing to celebrate community, creativity, and the voices of the future, Burberry’s latest campaign brings together different creative spheres and juxtaposing figures from fashion, dance, and sport. According to the brand, the uniting element is youth and exceptional creativity. The span of models also finds an echo in society as a whole and the communities encouraged by the youth initiatives Burberry is supporting in partnership with Marcus Rashford MBE – allowing people to achieve their full potential and explore their dreams, and always to go beyond.
The campaign film, created in collaboration with Megaforce, unlocks this idea, transporting the viewer from every day to the extraordinary, allowing them to explore a new fantasy. Directed by Katelin Arizmendi and choreographed by (LA)HORDE, a troupe of four young dancers explores a modern reconfigured British landscape, a choreographed terrain journeying from city to sea. Alongside the film, behind-the-scenes content champions the community of young dancers – Kevin Bago, Robinson Cassarino, Chantel Foo, and Zhané Samuels – showcasing their characters, their personalities, their hopes and dreams.
Burberry’s imagery
The stills imagery, photographed by Rafael Pavarotti and styled by Ibrahim Kamara, reflects the film’s fusion of different worlds: instead of land and sea, the combined creative realms of sport, high fashion, and dance. The dynamic images feature a frieze of models and dancers alongside Marcus Rashford MBE – his debut in a fashion campaign. The imagery celebrates the community around Burberry: blurring boundaries, crossing divides, bringing people together.
Signature house codes feature in the campaign, including iconic outerwear and trench coats, diamond-quilted barn jackets, and hooded puffer jackets made from recycled nylon. Accessories include the Pocket Bag, an archive-inspired tote in canvas, and topstitched leather.
As part of this multifaceted campaign, Burberry has joined forces with charities supporting young people worldwide, providing protection, encouragement, and empowering them to shape our tomorrow. A movement of particular importance in such unprecedented times.
Burberry history
Burberry’s history of supporting its communities is rooted in the altruism of its founder Thomas Burberry – a former apprentice who established his company aged just 21 and whose fundamental values of contributing back to society continued throughout his life.
This campaign represents the longstanding importance of supporting communities to Burberry – as the luxury fashion house pledges to support the voices of tomorrow to build a better future.
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