Riccardo Tisci had quite a shoe to fill upon assuming as Burberry’s chief creative officer. So far, his endeavors in signalling a new era for the heritage brand have been met with excitement and praise. The last months saw a change of logo, made in collaboration with British artist Peter Saville, a fresh take on the signature check during his debut fashion show in London last September, and an inclusive runway while parading a total of 113 looks. The new year kicks off with a new ad campaign—a first for the designer—with inclusiveness and diversity as major themes.
Tisci previously spoke of how he admires the inclusivity of Burberry, as it appeals to and serves clients that are of different genders, ages and walks of life. It was the driver for Tisci choosing to collaborate with talents who have different experiences and energies because he wanted the campaign to speak to more people who follow the brand.
Although best known for being a truly British house, Tisci takes Burberry beyond the capital to find more ways to interpret beige. He chose to shoot at different houses in Europe, including one in Barcelona, to represent British men and women who are becoming more global. Meanwhile, beige, so strongly associated with the house, is used differently by the six photographers the designer tapped to do the campaign, each bringing his own vision to the table with the use of the Burberry pieces and light. There are emerging and already established lensmen and women among the names: Peter Langer, Nick Knight, Hugo Comte, Danko Steiner, Colin Dodgson and Letty Schmiterlow.
For his models, Tisci also chose to go international, picking out talents from around the globe alongside local faces such as Irina Shayk, Sora Choi, Claudia Lavender, Joe Plunkett, Matteo Ferri, Anok Yai, Matteo Ferri, Stella Tennant, Natalia Vodianova and Rianne van Rompaey. The goal to become more inclusive comes from the creative lead’s firsthand experience on how it is to be excluded. In an interview with Women’s Wear Daily, the designer said, “It was very important to have all these nationalities, all the different ages, women and men, this represents what Burberry is today.”
The pieces for summer and spring come as no surprise as we’ve already seen them from the last year, and yet they come alive in the campaign. They are classic as they are edgy, as it is of Tisci’s brand. The same could be said for the set of photos, which the designer intended to be able to stand on their own but also bring a new perspective once set side by side. It is when they are together that Tisci’s message of diversity, beauty and inclusivity become more apparent.
The photos we saw are just the first of the set; according to Tisci, we can expect more as new photos will be released all the way through April. Each would add to the story the designer is trying to tell through the campaign, although expressed differently. Meanwhile, the full collection will be launched and made available for purchase in February. Online retailers, as well as boutiques, will keep stocks of the pieces.
Image credit: Burberry
