We've first seen the Pocket Bag in Spring/Summer 2020 and now the bag becomes an official star of Burberry as it gets its very own campaign, starring supermodel Bella Hadid.
Marking the first time for Burberry to have a bag campaign, Riccardo Tisci put photographer Inez and Vinoodh in charge to realise his creative vision for the campaign, citing:
"For Burberry’s first ever bag campaign, I knew that I needed to give the Pocket Bag a powerful modern energy and so together with Katy, Inez and Vinoodh we developed an exciting campaign inspired by Burberry’s Animal Kingdom. Animals have always been a creative obsession and signature of mine, and it was so amazing to see Bella Hadid bring this to life as the panther. She has this fierce power and raw femininity that perfectly embodies the animal spirit."
Inspired by the Burberry Animal Kingdom (a house code first established by founder Thomas Burberry), we see Bella Hadid embodying the spirit of a panther with her raw power and feline femininity as she poses herself against sleek animal sculptures, dressed in the latest Burberry ready-to-wear collection, of course.
The bag itself is a revived silhouette taken from the extensive and rich Burberry archive and for its debut campaign, Riccardo gathered talents like stylist Katy England, Burberry Global Beauty Director Isamaya Ffrench and hair stylist Christiaan Houtenbos to work with Inez and Vinoodh.
And here, we have an exclusive look behind-the-scenes to see how the campaign was realised by the team of amazing talents and Bella herself:
"For me, a lot of my creative concepts come from discovering old house codes and then creating new ones. I have always loved going into the archives and that is where I found the inspiration for this Pocket Bag."
– Riccardo Tisci
Scroll down for the campaign images of the Burberry Pocket Bag starring Bella Hadid: