Featuring the likes of Gigi Hadid, Irina Shayk, and 2018 Dazed 100 star Fran Summers, Burberry’s AW19 campaign taps into the versatility of Britishness.
Released today, the campaign “showcases the refined and the classic alongside the more relaxed and free” by enlisting not one, but two photographers, Nick Knight and Danko Steiner, to shoot it. “This campaign explores the many facets of British culture and how they co-exist. Together, Danko and Nick celebrate the importance of self-expression and identity through their own distinct lenses,” explains Riccardo Tisci.
Inspired by the theme of Burberry’s AW19 Tempest show, Steiner took models wearing reimagined versions of the Burberry trench coat with fur and puffed collars to the beach.
“It was Riccardo who had the brilliant idea to shoot the collection by the sea. The result is that these classic silhouettes of his Burberry ladies and gentlemen end up being framed by water,” he says. “While the ocean is an enduring, beautiful backdrop for photography, we wanted the sea to play a larger part in the images – water is the source of change and discovery. We wanted our amazing cast to interact with the idea of engaging with a powerful, natural force. I have always believed that the seas and oceans unite us.”
For Knight’s take on the campaign, he looked to the “raw and unpolished energy of youth” by featuring models holding video recorders, as surrounded by security screens. “It reflects the many different viewpoints that are available to everybody through social media. It seems our whole lives are screen-based now, with images available on every surface around us – from our phones and laptops to digital billboards,” he says.
The casting, according to Knight, was also hugely important. “The aesthetic was very young, raw, and natural – we wanted it to look like they could have shot the campaign themselves."
Check out a series of behind-the-scenes images above.