‘I have been working for a few seasons to define a new identity and visual language for this house. This campaign feels like the beginning and I wanted to celebrate the men and women who represent Burberry – some who have been a long-standing part of my career and others who have started this Burberry journey with me. Together they capture the sophistication and attitude at the heart of the house today."
That is the starting point of creative director Riccardo Tisci's vision for the new Burberry Spring/Summer 2020 campaign – one that celebrates the new eccentricity of Burberry and the British house's classic codes.
Shot by the brilliant duo Inez & Vinoodh against the signature Burberry beige backdrop, the campaign casts Bella Hadid, Gigi Hadid and Kendall alongside Benji Arvay, He Cong, Freja Beha Erichsen, Nozomu Ito, Reece Nelson, Tosin Olajire, Rianne van Rompaey and Mona Tougaard.
Featuring the season's ready-to-wear highlights including tailoring, evening wear and trench coats, the campaign also stars two iconic Burberry bags – The TB Bag and Lola – which are inspired by the house’s founder Thomas Burberry, as well as the Pocket Bag.
Scroll down to see the full campaign and what the stars have to say about the campaign:
"Working with Burberry has been an experience which has brought me a lot of joy. I feel lucky to have received a very rare opportunity to meet some fantastic people and become a part of the creative process for a brand which has a huge impact on the world of fashion today. To me, Burberry means light, the creative journey, freedom and passion. Burberry represents a creative desire fuelled by passion and progress. Burberry is us."
"I consider it a blessing working for Burberry, there is always so much love and kindness and Riccardo always puts a massive smile on my face, he definitely is a man to be respected. Burberry plays a big role in fashion today not only because it is known for its original pieces like the trench coat, but also the more sporty looks, with a remastered touch. As an athlete, I love to be in sportswear and it’s amazing to see how sportswear can be adapted and blended into today’s fashion."
"It’s been amazing as always to work with Burberry, each time I have the opportunity to work with a different cast and team. I love the name of this collection, Evolution, I think it also represents the evolution of Burberry. Being part of this felt very special. To me Burberry represents the best in British craftsmanship and it is a symbol of modern British fashion."
"Shooting this campaign felt like a group creation at its best. Riccardo is such a gentle soul and I am happy to call most people on set that day my friends. Inez and Vinoodh know how to make magic happen and those special moments are my favourite part of the job. Whenever I wear Burberry, I feel incredibly elegant. All of a sudden, I straighten my back and the lady inside of me comes to light. I think Burberry has this inherent sense of class, which Riccardo brings an edge to. He translates it to the youth of today and recreates what Burberry stands for. It’s very exciting to be part of his vision."
Rianne van Rompaey
"It’s an honour to be part of Riccardo’s vision for Burberry. He has managed to move the brand forward with a versatility that appeals to men and women in all stages of life. The campaign was shot by Inez and Vinoodh, who I’ve had the pleasure of working with several times throughout the years, and we had a lovely day together. I feel very fortunate to be able to work with friends and people I care for."
Freja Beha Erichsen
"It was a great experience on set – I loved working with Riccardo and the whole team! I really felt everyone’s passion for the brand and I’m happy to have been a part of it. Burberry for me means traditional craftsmanship bound in new ideas and creativity and I like the way Riccardo thinks and sees fashion. I think Burberry plays a huge role in fashion as it represents so many generations, respecting and reinterpreting its legacy, as well as creating future classics for the new generation."
"Burberry to me means home. A family I was accepted into, where I feel loved and special. Burberry to me represents unity, love, acceptance, confidence and beauty. Burberry plays the role of classic elegance in fashion today. My experience working with Burberry, Riccardo and the entire cast and team will always be so special to me. The love we all share among each other, the fun we have on set, the whole vibe each time is simply amazing – it makes it so easy to work, make new friends and create lasting memories."