BURBERRY 2020 CAMPAIGNS

Burberrys Autumn/Winter 2020 campaign titled ‘memories’ is a celebration of the luxury fashion house’s heritage of exploration, the campaign captures the spirit of discovery that was instilled by the the founder Thomas Burberry. The idea of discovery and exploration is reimagined within this campaign for modern day in a play upon escapism, reimagining past memories and defining future ones. This campaign plays on concepts of freedom and escapism, building upon the brands heritage signatures, creating new takes on their iconic burberry check and trench coats, juxtaposing them with modern shapes, prints and fabrics to bring the design to current day.

The art direction and storytelling for this campaign, named ‘memories’, was led by Burberry’s chief creative officer Riccaro Tisci. The campaign was named ‘memories’ in remembrance of Tisci’s formative years, filled with references from his upbringing and the places he visited - from London to India – the people he met and the music that informed him at the start of his career. It’s all about memories and reflections, the collection being inspired by escape and freedom. Reflecting on the directors memories of being at one with nature again – a dreamlike journey of another time and place. The idea of shooting this campaign against natural landscape is that you could be anywhere, like a dream you have the freedom to make your jouney what you want and this is something the director wanted in this campaign. The audience can draw from old, familiar memories and also adventure discover new exciting ones, the idea of adventure and freedom is particularly important right now due to COVID-19 and a lot of people feeling trapped, this campaign reflecting the escapism everyone is currently searching for. The idea of the truck in this piece is to reflect and contrast elements , the truck being a raw powerful energy contrasting with the peaceful beauty of the surrounding nature, wanting to create a feeling of the tension of modernity.

The ideas of blending the past and future together through garments and contemporary designs with classic timeless pieces was also something that art director Riccardo Tisci has applied all throughout 2020 including the Spring/Summer collection. This campaign was seen as a new beginning, defining a new identity and visual language for the house, Tisci wanted to celebrate the men and women who represent Burberry. This campaign was shot by Dutch fashion photographer duo inez and Vinoodh set against a background of the houses signature beige.