Burberry prepares for the unveil of its first straight-to-consumer collection with a preview of its new campaign. The advertisement coincides with the range, which will be available for purchase immediately following the September 19, 2016, show. Burberry chief creative and chief executive officer, Christopher Bailey takes inspiration from Virgina Woolf’s Orlando for the British fashion house’s latest outing.
Bailey explains that the collection “sets out to honour the many skilled craftspeople who work on Burberry’s iconic products.” Extending his chosen theme, Bailey continues, “In this spirit of honouring contemporary artisanal excellence, we are also proud to announce an exciting collaboration with The New Craftsmen as part of our September presentation during London Fashion Week.”
Video: Burberry Straight-to-Consumer Collection Preview
Working with the luxury concept store, which showcases skilled craft artists, Bailey conveys, “Just as Virginia Woolf’s Orlando is both a love-letter to the past and a work of profound modernity, this week-long exhibition aims to nod both to the design heritage that is so integral to Burberry’s identity, and to some of Britain’s most exciting creators, and the innovation and inspiration behind their work.”
Showcasing select looks from the Virginia Woolf-inspired collection, models Jean Campbell, Cavan McCarthy, and Alex Dragulele appear in the campaign. The British models are photographed by Mario Testino for striking images that are juxtaposed with portraits of Burberry artisans.