Aug 14, 2018 | By Lourdes Linares
Aug 16, 2016
By WGSN Insider
With a game-changing runway season just a few weeks away as a number of key luxury brands move to an instant-availability model, Burberry’s unveiling of its latest ad campaign has become something of an event.
More than just a campaign supporting a collection shown months ago, it’s a teaser for the forthcoming collection that will be shown in just over one month’s time.
Featuring models Jean Campbell, Cavan McCarthy and Alex Dragulele, it was photographed by Mario Testino in Liverpool’s Walker Art Gallery, which the brand chose as a “historic backdrop to the collection”.
And history is very much to the fore with the collection “influenced by “Virginia Woolf’s Orlando, contrasting masculine and feminine styles across different periods in history.”
The Burberry campaign also boasts the brand’s British and mainland Europe manufacturing heritage with Testino also shooting a series of portraits of its artisans from mills and factories across England, Scotland, and Italy.
To launch the campaign, Burberry has included a portrait of the pattern maker for its newest bag, The Bridle.
The complete campaign will be unveiled to coincide with the brand’s runway show on September 19, at which point the entire collection will be available to buy worldwide. This straight to consumer runway idea, that it announced back in Feb 2016, is a model that is being adopted by a number of fashion houses now from Tom Ford to Tommy Hilfiger.
Burberry has also announced a partnership with The New Craftsman today. The partnership, launching on the evening of the Burberry show, will see “some of Britain’s finest craft makers bringing the inspiration behind the collection to life through a daily changing programme of activities and installations within the brand’s new show venue in London.”
The venue, named ‘Makers House’, will be located at 1 Manette Street in the heart of London’s Soho, and will be open to visitors from September 21-27, showcasing original works by a selection of makers who will use this space to experiment and create, using the collection’s inspiration as the starting point for their work.
STAY UP TO DATE: You want the need-to-know news, right? Our journalists deliver a daily curation of the most important industry happenings. Sound good? Join WGSN.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.