Spring 2020 Ad Campaign

Burberry has commissioned Belgium-based artist Luca Mastroianni as part of an ongoing series of collaborations with the #BurberryGeneration community of artists and creators. Mastroianni combines his distinctive surrealistic digital artwork with select pieces from Burberry’s childrenwear collection, in order to visually manifest themes such as the “spirit of togetherness” and the “power of connection”. The results have an other-worldly religiosity that inspire feelings of awe and wonder, underpinned by an awareness of nature’s precarious balance due to humankind’s role as irresponsible stewards.

Burberry has built its brand in a way that heavily relies on its commitment to sustainability, and more specifically its efforts towards ending animal cruelty. The collaboration with Mastroianni is a breath-taking way to visualize the brand’s commitment, by blending (presumably cruelty-free) digital imagery of flora and fauna with backdrops of idyllic paintings from antiquity. Add in a few beams of filtered sunlight, and you have a recipe for magic. The images have an aesthetic similar to painted portraits of Jesus or Krishna, but eschew the religious figure in favor of cuddly juveniles from forests, jungles, and savannas. Mastroianni is strongly influenced by the medieval works of Hieronymus Bosch, and his seamless digital collages evoke the same feelings of transcendence…sans monsters, hellfire, doom, and gloom. Generally favoring spiritual self-portraits, it is a pleasure to see Mastroianni turn his keen eye turn towards the beauty of the natural world, and Burberry Creative Director Riccardo Tisci is wise to tap into this young artist’s glowing visions.

Burberry Creative Director | Riccardo Tisci
Artist | Luca Mastroianni