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Burberry pre-SS21 campaign 1
Burberry pre-SS21Courtesy of Burberry

Burberry staff are given a starring role in the label’s new campaign

Riccardo Tisci’s Pre-SS21 collection is modelled by retail workers, designers, and more

Riccardo Tisci’s Pre-SS21 Burberry collection takes inspiration from the familiar and the things that bring us comfort, so it seems appropriate that the looks would be modelled by the label’s own staff as part of its new campaign.

Staying true to the current working-from-home vibe, each person – from retail staff, to members of the finance department, to designers and art directors – was shot in a different look outside their own home, in-keeping with social distancing measures.

Each interprets pieces “in their own unique way,” Tisci explains, “outside in the landscapes of London and beyond.” The collection itself also strikes a balance between the fresh and the familiar, the homely and the outdoors, featuring new iterations of the label’s signature check and iconic trench coat, alongside unicorn emblems and a new graffiti print.

Earlier this year, Gucci similarly put its staff front and centre, with the the house’s stylists, seamstresses, and designers featuring heavily in its AW20 show. The appearance was reprised this month at the label’s latest show, Epilogue, during the first ever digital fashion season.

View images from Burberry’s pre-SS21 campaign in the gallery above.