Burberry 'Lola Bag' Spring 2022 Ad Campaign

Review of Burberry ‘Lola Bag’ Spring 2022 Ad Campaign by Burberry Creative Director Riccardo Tisci & Photographer Torso Solutions with models Bella Hadid, Lourdes Leon, Jourdan Dunn, and Ella Richards

Burberry captures expressive style from all possible angles with a dizzyingly cool new campaign for its Lola bag. The house teamed up with inventive production studio Torso Solutions to imagine and create the campaign, with electrifying results.

Lola, at the very core, embodies an attitude – she is strong, sensual, and intelligent all at once. An ode to strong women the world over. For the campaign, I really wanted to celebrate that attitude and all of the facets that make up the Burberry woman, so together with Torso, we created a fantasy world where she is free to exhibit her strength and be captured in all of her beauty from every angle.
– Riccardo Tisci, Burberry Creative Director

The imagery taps into Burberry’s equestrian heritage but reimagines it with disarmingly futuristic results. Situated in an expansive trench-coat beige studio space, the models pose on a life-like top section of a horse that is rigged up to a mechanical platform and track, like an uncannily advanced version of a mechanical bull.

In the short film, the robotic camera arm that can be seen in the photographs (one of many very cool moments of deconstructionism) swirls around the models, capturing them at vertigo-inducing speeds from all angles. We lose our sense of what is up and what is down – but we are never without a sense of amazement at how impressively cool and stylish this campaign is.