Burberry has introduced its Spring 2020 campaign shot by Inez and Vinoodh, in collaboration with Burberry Chief Creative Officer Riccardo Tisci. The campaign was photographed against a backdrop of Burberry beige in a London studio, featuring superstar models Bella Hadid, Gigi Hadid, and Kendall along with a supporting cast of Benji Arvay, He Cong, Freja Beha Erichsen, Nozomu Ito, Reece Nelson, Tosin Olajire, Rianne van Rompaey and Mona Tougaard. The accompanying short film provides a behind-the-scenes look at the process of creating the campaign, with interviews of the models and Tisci as well.
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.
— Riccardo Tisci, Burberry Chief Creative Officer
The campaign achieves its goal of turning a new page for the brand, without ‘throwing the baby out with the bathwater’ as the old saying goes. It is apparent that Tisci, Inez and Vinoodh are able to create an environment in which this diverse group of young people feel comfortable and at ease; this is evidenced in the body language on display in the photography, which feels unforced and sometimes surprisingly expressive. The collection is called Evolution, a fitting title as Tisci has taken traditional motifs such as the Toil de Juoy and Burberry’s iconic trenchcoat, and adapted them into ultra-modern bags, blouses, dresses and the like. Then through Tisci’s hands-on approach, the pieces of the collection have been thoughtfully paired with each individual model in a way that feels like an expression of their personalities. Presumably, Inez and Vinoodh have coaxed the models into these positions and groupings that are clearly posed…and yet somehow they don’t feel posed. Surely this is due to the magic touch of true professionals. Bella Hadid describes the process of working on the campaign with Inez, Vinoodh and Tisci as follows.
He always knows exactly what look is perfect for each girl and that is why he is the designer that he is. He knows how to bring out the best in all of us. Gi and I always have the best time working together, but we feel so lucky to be able to work in a space with Inez, Vinoodh and Riccardo.
— Bella Hadid
The photo of Hadid flanked by two other models, all sporting hast inspired by bonnets from the Puritan era, is a great example of the way the clothing seems to bring out the personality of the model. Hadid’s beauty has an old-world charm, and it’s easy to imagine her as a fresh-faced maiden from the days of yore…but rather than posing demurely in a Puritanical way as her hat might suggest, she exhibits an alluring quality that instead channels her bustier top, towering heels, and mini skirt. Other campaign photos have encoded within them dynamics that are equally subtle, and it will be exciting to how Tisci continues to evolve the brand moving forward.
Burberry Chief Creative Officer | Riccardo Tisci
Photographer | Inez and Vinoodh
Models | Bella Hadid, Gigi Hadid, Kendall, Benji Arvay, He Cong, Freja Beha Erichsen, Nozomu Ito, Reece Nelson, Tosin Olajire, Rianne van Rompaey, Mona Tougaard