According to the Burberry‘s tradition the new campaign featured 11 young upcoming models from Dylan Brosnan to Ruth Bell. Christopher Bailey selects the models himself, seeing great potential in them. Lets take a closer look backstage of the campaign photographed by famous Mario Testino.
Burberry is the luxury British brand known for being the first in many things. It was the first brand to discover Cara Delevingne, the first to invite Tom Odell to perform on the runway. The brand continues it’s tradition of scouting new faces with the new advertising campaign.
So who is in the line-up? Hayett Belarbi McCarthy, Misha Hart, Ruth Bell, May Bell, Eliza Fairbanks, Liam Gardner and Louie Johnson all make the roster. The new campaign highlights key looks from Burberry’s Functionregalia collection, which hit the runway in September before a starry crowd.
As stated by the Daily Mail,
“Burberry’s chief creative officer, Christopher Bailey, is famed for his ability to reinvent trends whilst still staying true to their more-than-a-century-old heritage – and he did it this season by looking to the heritage brand’s archives and putting a springtime spin on the classics”.
Ruth Bell – the girl with a extremely short haircut – was one of the favourites in the Spring/Summer season: she walked the podiums of dozens of different important fashion shows and was named a “symbol of the new femininity.” Following the successful catwalk season she was asked to shoot advertising campaigns for such brands as Alexander McQueen, Saint Laurent, and now Burberry. Christopher Bailey invited Ruth together with her sister Mae and wrapped the girls with classic plaid scarfs for the picture.
The names of the models for the campaign were announced in October, when Mario Testino posted the first preview images on his Snapchat account. Because of this active involvement with social networks and the digitisation of the brand the campaign turned out to be very big: there are about 40 official images. Take a look.
Take a look at some other images of sisters Bell:
After the Spring/Summer shows finished in October we spoke about the new male faces that were our favourites that season. One of the upcoming male models was Sol Goss. Take a look.
Burberry was also the first brand to preview its womenswear collection and its advertising campaign on Snapchat ahead of the official fashion show. Mario Testino, who was Princess Diana’s favourite photographer and the man who captured the beautiful Princess Charlotte’s official christening pictures, captured the full campaign and photo shoot via the social app.
Mario Testino stated:
“I am so excited to be a part of this industry first with Christopher and Burberry. With the Snapchat campaign we are hoping to change the way in which the industry traditionally views and treats fashion campaigns, opening up a completely new way of capturing and sharing content – with the result being much more instant and genuine”.
The shoot images were available to view on the Burberry account for just 24 hours, before disappearing. Snapchat viewers were also the first to be introduced to the brand’s newest British campaign stars, who look set to be the catwalk’s next big stars.
When talking about the digital innovation of the brand, Christopher Bailey noted:
“We wanted to play with the traditional format of an advertising campaign to make it much more immediate and accessible just as we did with our runway show last month. Creatively this is incredibly exciting as we are totally focused on capturing the energy and the rawness of the shoot and sharing it the moment it happens”.