Burberry’s Latest Campaign Featuring Edie Campbell & Callum Turner; Embraces Buy Now, Wear Now Strategy
British luxury fashion house Burberry latest ad campaign is all about embracing change, which for the first time includes illustrations alongside Mario Testino‘s images, and offers see-now-buy-now products, bearing the new, singular Burberry label.
Expect an announcement label today.
The campaign features whimsical, cartoonish images by the British artist Luke Edward Hall, side-by-side with Testino‘s portraits of Edie Campbell and Callum Turner. The campaign will break in June and run through September, in keeping with Burberry’s strategy of allowing customers to buy what they see online, in print and on the catwalk.
The brand combined its men’s and women’s shows together in two annual runway events (February and September rather than Spring/Summer and Autumn/Winter) during London Fashion Week, with ‘seassonless’ collections available to buy immediately after the shows.
Burberry plans to sell its men’s and women’s collections in-store and online as soon as the runway show ends, in a bid to align itself with the changing needs of the consumer and close the gap between showing and selling.
As soon as the June ads break, consumers will be able to purchase some of the pieces that feature in the campaign, including the Burberry Heritage trench. A selection of The Patchwork — Burberry’s multitextured and patterned hero bag this season — will also be available to purchase.
Burberry’s next big campaign will launch in September, and be fully aligned with the changes the brand is making to its retail and runway calendar.