Riccardo Tisci’s debut campaign for Burberry in Spring/Summer 2019 marked a significant turning point for the iconic British brand. Moving away from the established aesthetic, Tisci, renowned for his dramatic and often provocative designs at Givenchy, injected a fresh, multifaceted energy into Burberry's visual identity. This campaign, far from a singular vision, was a deliberately diverse and collaborative effort, showcasing a range of styles and perspectives that resonated with a broader, more inclusive audience. Instead of relying on a single photographer, Burberry strategically employed six distinct talents, each contributing a unique chapter to the overall narrative. This approach signaled a departure from previous campaigns and laid the groundwork for a new era of Burberry advertising.
This article delves into the intricacies of the Burberry Spring 2019 campaign, examining its key features, its impact on the brand's image, and its place within the broader context of Burberry's advertising history. We will explore the individual contributions of the photographers, analyzing how their distinct styles contributed to the campaign's overall message, and considering its lasting influence on subsequent Burberry campaigns. We will also touch upon the campaign's focus on outerwear, its narrative storytelling, and its contribution to the overall Burberry brand story.
Burberry Latest Campaign (Contextualization): Before diving into the specifics of the Spring 2019 campaign, it's crucial to understand its position within Burberry's broader advertising strategy. The brand, known for its heritage and classic check pattern, had been undergoing a period of evolution. Tisci's appointment as artistic director signaled a desire for a more contemporary and edgy aesthetic, a move away from the sometimes overly traditional imagery that had characterized some of its previous campaigns. This Spring 2019 campaign was the first concrete manifestation of this shift. It served as a powerful statement of intent, showcasing the new direction under Tisci's creative leadership. The multi-photographer approach itself was a significant departure, signifying a move towards a more inclusive and less homogenized brand identity.
Burberry Outerwear Campaign: A significant element of the Spring 2019 campaign was its focus on Burberry outerwear. The trench coat, a cornerstone of the brand's identity, remained central, but it was reimagined and presented in new contexts. The campaign showcased a diverse range of outerwear pieces, from classic trench coats to more contemporary styles, demonstrating the brand's versatility and ability to cater to a broader spectrum of tastes. The photographers captured the outerwear in various settings, highlighting both its functionality and its fashion-forward appeal. This emphasis on outerwear was not merely a stylistic choice; it underscored the brand's commitment to its heritage while simultaneously demonstrating its ability to innovate and adapt to evolving trends.
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