Mario Testino captures portraits of Burberry artisans alongside new cast members for the brand’s latest ad campaign which will launch during London Fashion Week. The campaign is a preview for Burberry’s first straight-to-consumer collection.
Seasonless, immediate, and personal, the new format has been designed with a global audience in mind. Following the September show the collections will be available to purchase in-store and online immediately, in a move that significantly shortens the traditional gap between the runway and retail availability.
To see the complete collection you’ll have to wait until the runway show, now scheduled for 19 September at 7:30pm at a new show venue – “Makers House” – at 1 Manette Street in the heart of Soho, London.
“The changes we are making will allow us to build a closer connection between the experience that we create with our runway shows and the moment when people can physically explore the collections for themselves.
Our shows have been evolving to close this gap for some time. From livestreams, to ordering straight from the runway to live social media campaigns, this is the latest step in a creative process that will continue to evolve.”
Burberry Chief Creative and Chief Executive Officer Christopher Bailey said in a press release
The new campaign and collection features new British cast members Jean Campbell, Cavan McCarthy and Alex Dragulele, the ad campaign previews looks from Burberry’s September collection which is influenced by Virginia Woolf’s Orlando, contrasting masculine and feminine styles across different periods in history.
Just as Virginia Woolf’s Orlando is both a love-letter to the past and a work of profound modernity, this campaign aims to nod both to the design heritage that is so integral to Burberry’s identity, and to some of Britain’s most exciting creators, and the innovation and inspiration behind their work.”