What’s past is prologue. ― William Shakespeare,The Tempest
Burberry Chief Creative Officer Riccardo Tisci is a forward-facing creative and this season has launched not one but two ad campaigns showcasing the houses broad vision. The collection campaign shot at the sea with photographer Danko Steiner, is paired with another urban campaign lensed by Nick Knight. Tisci has named the two campaigns Tempest, referring to Shakespeare’s fable of art and creation taking place in two locations, land and sea.
At the core of what we are doing at Burberry is a passion for the house to become an identity and a lifestyle – one that transcends barriers and is inclusive to all. This campaign explores the many facets of British culture and how they coexist. Together, Danko and Nick celebrate the importance of self-expression and identity through their own distinct lenses. – Riccardo Tisci, Burberry Chief Creative Officer
Like the calm sea of its setting the collection campaign is expansive, robust, and soothing. Steiner lenses models Gigi Hadid, Sora Choi, Irina Shayk, Freja Beha Erichsen, Maxwell Annoh, Finn Rosseel and Fran Summers wading calf-deep into the waters which at times share mirrored cube props also featured in the houses’ fellow campaign by Nick Knight.
It was Riccardo, who had the brilliant idea to shoot the collection by the sea. The result is that these classic silhouettes of his Burberry ladies and gentlemen end up being framed by – and sometimes even consumed by – water.
– Danko Steiner
The short film uses a modernized classical music track with strings that helps separate the mood from that of its cousin. While the mirrored cubes act as selective platforms for the stoic stances of the cast. the mood is soft while remaining powerful.
Tisci is well aware that while Burberry is a heritage brand, what lies in the past is just that. Today’s consumers are concerned about what is of the moment and what moment will come next. And like in Shakespeare’s writes in The Tempest, “Let us not burthen our remembrance with a heaviness that’s gone.” There are fresh seas to still sail and Burberry is heading to open water.
Burberry Chief Creative Officer | Riccardo Tisci Photographer/Director | Danko Steiner Models | Gigi Hadid, Sora Choi, Irina Shayk, Freja Beha Erichsen, Maxwell Annoh, Finn Rosseel and Fran Summers Stylist | Joe McKenna