Introducing the Burberry Festival campaign, a series of portraits celebrating festival culture.
‘Think of the campaign like a collage,’ says Chief Creative Officer, Daniel Lee. ‘Candid moments capturing off-duty fans and headline acts in between gigs.’
The series celebrates British identities, united by a shared belief in the power of live music. With vox pops and commentary from respected faces in the industry, the campaign echoes Burberry as the essential look of the festival scene and mirrors the attitudes and dress codes of the 1990s – seen now.
‘Burberry sits at the centre of the summer calendar,’ adds Lee, ‘it’s both a means of creative expression and go-to uniform for festival goers.’
Shot against a set of sound systems, stages and mud, the films, by director Kim Gehrig, and portraits, by photographer Drew Vickers, feature talent from the worlds of music and modelling – including Liam Gallagher, Goldie, Seungmin, Loyle Carner, Chy Cartier, John Glacier, Cara Delevingne, Alexa Chung, Lennon Gallagher, Molly Moorish-Gallagher and Gene Gallagher.
The unique casting of Liam Gallagher and his children, plus, of course, Goldie – and the wealth of younger musical talents they both inspire – reinforces Burberry’s legacy and enduring appeal. In celebration of this, Liam wears his own Burberry parka by Christopher Bailey from Spring Summer 2018, which will be reissued in a limited run, available worldwide, in-store and online, from July.
‘Burberry has always been a part of the fabric of the UK… you see it [Burberry Check] on the underside of a hat or the inside of a jacket. And then it starts to reverse itself.’
The campaign film soundtrack is Liquid’s ‘Sweet Harmony’, a breakbeat-meets-piano anthem, heard at British festivals since its single release 34 years ago.
New Highland handbags come in jacquard-woven Burberry Check with a coated finish for unpredictable British festival weather.
Packable capes and hooded jackets in Burberry Check and solid colours. Plus, totems of British cultural style, like cotton Harrington jackets and parkas cut from nylon or coated cotton gabardine.
Mini kilts and rubber boots are worn with leather jackets, fleeces and a trench in washed satin. Check shirts are unbuttoned, belts are cinched around baggy T-shirts and worn as dresses.
Burberry Check in heritage and seasonal colours elevate tank tops, polo shirts and bikinis.
Reprising an archival motif first seen on Burberry bags in the 1980s, the Knight stamp is amplified on cotton jersey T-shirts or as a subtle emblem on jackets and accessories. The Burberry Check comes woven as a tonal design on denim and jersey and as argyle knitwear.
Many looks are worn with the Marsh rubber boots in Burberry Check. See also the Moor hiking boots, leather Potter and suede Urchin clogs. Plus, the Terrace and sporty-mesh Matrix sneakers.
Curved crossbody bags in Burberry Check and quilted Horseshoe styles are inspired by rainwear. For jewellery, shield motifs come in sterling silver alongside frog and horse charms that draw from British nature.
Creative Direction: Daniel Lee, Artistic Direction: Lane & Associates, Director: Kim Gehrig, Photographer: Drew Vickers 2
