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
The luxury fashion house, Burberry has launched a new campaign as part of its initiative to support the voices of tomorrow.
‘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,” said Riccardo Tisci, Chief Creative Officer.
“I’m honoured that Burberry can partner with Marcus Rashford and amazing organisations 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.’
Continuing to celebrate community, creativity and the voices of the future, Burberry unveils its latest campaign. The campaign itself fosters a community – bringing together different creative spheres and juxtaposing figures from fashion, dance and sport. Dynamic, diverse and free, it is a unified world – a Burberry universe.
The uniting element is youth and exceptional creativity. The span of figures also finds an echo in society as a whole, as well as the communities encouraged by the youth initiatives Burberry is supporting in partnership with Marcus Rashford MBE – allowing people to achieve their full potential, to explore their dreams and to always 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 explore 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.
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, it is 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 as well as 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 across the world, providing protection, encouragement and empowering them to shape our tomorrow. A campaign of particular importance in such unprecedented times. 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.
“Burberry is THE British brand with strong ties to the North of England, which is really important to me. It is very rare that I partner in a formal capacity, but what Burberry was offering was different. Burberry shared my vision in bettering local communities through investment into youth centres, which play a pivotal role in the childhood of many, especially in underprivileged areas,” said Marcus Rashford, MBE.
“We are all products of our community and youth centres offer children in those local communities stability and consistency to succeed at anything they put their minds to. Youth centres have suffered financially due to the global pandemic and closing them is losing the heart of the community. Burberry has led with action rather than words and the impact of this move will be felt for generations to come. I’m thrilled with the outcome and proud to call Burberry my partner. Thank you to Riccardo and the full team for making this process so rewarding and enjoyable.”
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