Riccardo Tisci’s first ad campaign for Burberry debuted in January and this Sunday we saw the designer’s Fall/Winter 2019 show with the brand. With a new creative lead and their recent rebranding, Burberry is on the path of transformation. With all of this progress, now is a perfect time to take a closer look at Burberry’s castings for their recent campaign and show and how it reflects their direction moving forward.
Tisci says he wanted to work with creators, “from the millennial to the mature, to the British and to the international” for the Spring/Summer campaign. The designer shows enormous confidence in modernizing the Burberry brand – demonstrated both in his new pieces as well as in his model castings.
The runway show included 20 models, including stars like Gigi Hadid, and several talents who Tisci casted deliberately to help define the new image of the brand. Tisci doubled down on the importance of the talents by using models who were in the January campaign to make up nearly half of those who walked the show.
It’s clear that Tisci’s aim is to maintain the core of Burberry’s brand heritage while starting to make it attractive to a younger audience by carefully casting more looks that balance the brand’s London history with its vision for the future. Of the 11 models in Burberry’s recent campaign, 5 models are British (Stella Tennant, Fran Summers, Claudia Lavender, Darani & Joe Plunkett), 2 are Russian (Natalia Vodianova, Irina Shayk), 2 are from other European countries (Matteo Ferri & Rianne van Rompaey). Korean Sora Choi and American-Egyptian Anok Yai offered a bit of variety to the campaign.
Where does Burberry go from here? We’ll probably see them continuing to move towards expanding the classic British brand to a broader audience. With the growing popularity of European luxury brands in Asia, it’s no surprise that the marketing strategy will adopt a more global tone. There is no doubt that this is a big challenge for Riccardo Tisci, as Burberry is not particularly known for its diversity. However, his recent campaign and show marks the beginning of something new that may slowly provide a 21st C. update the entire Burberry brand feel.
As Rianne van Rompaey – one of the recent campaign models – puts it:
“It is a great feeling and experience to be part of something new. It is one of those moments where you as a model get the power to make a mark on the brand and campaigns to come, which is a creative rarity and a very fun thing to do.”