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05 Apr 2022

‘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. Strong women have always inspired me beyond limitations, and Bella, Lourdes, Jourdan and Ella embody that spirit. They represent femininity at its most powerful and the essence of that attitude that is inherently Lola.’
Riccardo Tisci, Burberry Chief Creative Officer

Today, Burberry reveals its campaign for the Lola bag – a staple for the house, designed by Riccardo Tisci. At the heart of every Lola product lies an attitude – strong, sexy, smart and present. A multifaceted energy that amplifies inherent confidence.

The campaign stars Bella Hadid, Lourdes Leon, Jourdan Dunn and Ella Richards, the ensemble of evocative women personify Lola’s attitude. Taking the reins. Commanding their space. Each with confidence and control.

Captured by the visionary Torso Solutions and styled by Suzanne Koller, the campaign speaks a distinctive visual language – functional yet spirited – which captures Lola’s attitude from every angle. Orbiting Lola, the campaign locks onto the bag’s gravitational pull – an irresistible force that reaffirms Lola’s status as a signature Burberry bag.

The Lola bag is available in a variety of sizes, styles and colourways, from pale vanilla and camel to natural raffia and black. Available to purchase globally in Burberry stores and online.

‘Working on this Burberry campaign was a really special experience, we worked with an incredible team to produce our vision, including DoP Daniel Landin and innovative camera rig inventor Tony Hill. In a moment in which the Chroma Studio dominates film and TV production, we are interested in seeing what’s beneath the layers of visual effects – giving shape to a surreal fantasy of image-making.’ We imagined the Lola woman as the catalyst of the campaign, in which her natural momentum propels the kinetic movement seen in the film. She is in control of her image, exposing the mechanics of their production – and taking agency over the complex machinery of contemporary life.’

‘It was amazing to work with Riccardo and the Burberry family again and I absolutely loved shooting this campaign! I always have the best time on set, there was so much energy and it was great to work with a mixture of incredibly talented people’

‘The Lola attitude to me is provocative. While working on the campaign, I felt humbled yet comfortable. Although Ricardo is family, I know Burberry has a legacy and I wanted to do it justice.’

‘The Lola attitude embodies being strong yet graceful and fierce yet gentle. It means having the confidence to be yourself and have a unique point of view, staying curious and challenging norms. Not taking no for an answer and having self-confidence; that’s the Lola attitude. Working on the campaign was incredible! It has been the perfect mix of getting to work with such an iconic British brand, paired with such an original and exciting campaign concept. The bag is gorgeous, it's a real honour to represent the first Lola campaign.’

'It was such an honour to be involved in this project and work collaboratively with all the creatives to realise Riccardo’s vision. For me, Lola means independence. Having the control to do what you want, when you want, and be who you want to be. I think it’s important that everyone has that freedom of choice.

The Lola bag is a soft silhouette punctuated with the Thomas Burberry Monogram clasp and a polished chain strap. The clasp celebrates the heritage of the brand and its founder, Thomas Burberry.

The Lola is a padded and softly constructed bag, hand-crafted in Italy. It is available in various fabrics, from Italian-tanned leather, to cotton canvas and raffia. Classic colourways include black, camel, primrose pink, and bright red. New colourways include orange, bright sky blue and vivid lime.

The Lola family has grown into new iterations. A bucket bag style is available in black, primrose pink, maple brown, pale vanilla and deep maroon. A shopper bag is available in maple brown, black and cool beige. 

To celebrate the Lola bag, Burberry is launching a series of global pop-ups and pop-ins.

The World of Lola Pop-ups is a chance to step into Lola’s world. Exploding Lola’s design elements to embody the bag’s distinctive attitude – smart, sexy, strong and present – the pop-ups confidently contrast colour, shape and tactility.

The pop-ups and pop-ins will be launching in cities globally, including London, Paris, Sydney, Philadelphia, New York, Tokyo and New Delhi.



  • Photographer and Director: Torso Solutions
  • Models: Bella Hadid, Lourdes Leon, Jourdan Dunn and Ella Richards
  • Stylist: Suzanne Koller
  • Make-up Artist: Lauren Parsons
  • Hair Stylist: Soichi Inagaki
  • Director of Photography: Daniel Landin
  • Rig Technician: Tony Hill
  • Movement and Direction: Ryan Chappell
  • Set Designer: Tsang Studio


  • The music for the Lola Campaign video is by Ville Haimala.


  • Burberry is a global luxury brand headquartered in London, UK.
  • Founded in 1856, Burberry is listed on the London Stock Exchange (BRBY.L) and is a constituent of the FTSE 100 index.
  • BURBERRY, the Equestrian Knight Device, the Burberry check and the Thomas Burberry Monogram and print are trademarks belonging to Burberry.
  • For more news, visit www.burberryplc.com