BURBERRY navigates the marketing of See-Now, Buy Now in their latest campaign and video lensed by MARIO TESTINO
BY MARISSA TORSIELLO
Fresh off the runway is the latest campaign by Burberry for their Fall 2016 collection which answers in a stoic manner how big houses will navigate the immediacy landscape.
In the campaign lensed by longtime Burberry photographer Mario Testino, a cast of models surrounded by handcrafted statues is counterbalanced by black and white images of Burberry’s craftsman. Almost as if answering the question of “If something is immediately available, can it in fact be well made?”
To put the answer to bed Burberry has partnered with The New Craftsman, a British house that promotes the work of makers such as potters, silversmiths, leather, textile and jewelry designers. For the campaign Burberry highlighted their own craftsman like Piero Calosi, the patternmaker of the brand’s newest bag, The Bridle. Calosi and other Burberry craftsman are featured adjacent the campaign images.
Those images were inspired by Virginia Woolf’s Orlando, a novel which is perhaps fitting for the time as it end on a note of new hope and promise for women in leadership. Models Alex Dragulele, Cavan Mccarthy, Jean Campbell are surrounded by porcelain like statuettes of Liverpool’s Walker Art Gallery. Tying together the craftsmen with the models give the collection a heritage feel. Putting patchwork, snakeskin and suede alongside stone, statues and woodworkers, provides the line with an aspect of various historical periods.
With the strategy of letting customers purchase what they see in the ads and on the runway, Burberry is aligning their brand with the ever-changing needs and wants of the consumer, bringing luxury into fast fashion. By launching their lines online and in-store directly with partners such as Barneys New York after the runway show ends, Burberry is crafting into immediacy, closing the time slot between showing and selling.
The campaign will run in print publications including Vogue, Vanity Fair, GQ, Harper’s Bazaar, Elle, Surface and online as well as in outdoor.
Here is to hoping the campaign is foretelling and ends like Orlando.
Models | Alex Dragulele, Cavan Mccarthy, Jean Campbell
Location | Walker Art Gallery, Liverpool England