Hubert Burda Media

Burberry Gets Artsy For Its New Campaign

Autumn/Winter 2016’s ad visuals are a quirky combination of photography and painting.

Burberry Gets Artsy For Its New Campaign

Christopher Bailey’s eye for talent is undisputed. This time, the chief creative and chief executive officer taps on British interior designer-artist Luke Edward Hall to create a series of original portraits and still-life illustrations for Burberry’s new ad campaign.

Paired with portraits lensed by longtime collaborator Mario Testino, the flourish of artwork enriches the exuberant variety of colours, patterns and textures of the label’s new collections. In particular, the vivacity of the new Patchwork, a one-of-a-kind bag composed of a bold mix of fabrications, spanning from the classic house check, to glossy snakeskin and soft English suede. Reinterpreted by Hall into five different illustrations, the super-exclusive is only available upon request.

Hall, a Central Saint Martins graduate, painted some of the campaign backdrops by hand. “I love the human element of the drawings onto the photographs,” enthused Testino. “In this digital world we are living in, the softness and handmade feeling adds something intimate. We are constantly moving forward in the way we communicate and this feels a very fresh approach.”

As a testimony to Bailey’s knack for discovering emerging stars, the new campaign also reunites Edie Campbell and Callum Turner who starred in their first Burberry campaign together in 2011. Since then, Campbell has become one of the most highly sought-after British models, while Turner has made a name for himself as an actor.

 The landmark campaign also marks the first time the brand is featured simply as the all-encompassing “Burberry”, after the company dissolved its diffusion Prorsum, Brit and London lines. It features the new collections of menswear and womenswear, as a nod to Bailey’s decision to combine both collections in one runway show, starting this September at London Fashion Week. The brand will also abolish the idea of seasons by showing twice times a year instead of the usual four.