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Burberry seeks evoke a sense of freedom with its post-lockdown SS22 campaign

Lauretta Roberts
01 February 2022

Burberry has unveiled its SS22 campaign today and is seeking to evoke a sense of freedom with the images, which once again combine the contrasting styles of two celebrated photographers, as the world emerges from Covid-19 lockdowns.

The campaign features raw studio images created by celebrated photography duo Mert and Marcus alongside intimate, candid backstage footage from his SS22 show, shot by Chris Rhodes.

Styled by Katy England, the SS22 collections in the campaign explore idea of identity "with narratives around femininity and masculinity, emphasising fluidity and the power of self-expression". Traditional silhouettes have been broken down, reconstructed and presented to create "a sense of youthful and sensual energy".


Chief creative officer for the British luxury house, Riccardo Tisci, said: "The Spring/Summer 2022 menswear and womenswear shows had this visceral energy that was contrasted with really beautiful soundscapes. I wanted to continue this dialogue in the campaign, a flicking between realities, contrasting Mert and Marcus’ pure youthful energy with Chris Rhodes’ raw youthful spirit.

"As we come out of lockdowns around the world, I wanted this campaign to make people feel something, free to dream, free to feel youthful and alive again. It is a beautiful dance, a very raw energy that’s powerful and full of life. Like an awakening."

Makeup for the campaign was carried out by Isamaya Ffrench, Burberry Global Beauty Director with hair by Jawara.

The campaign lands as the fashion house awaits for the arrival of its new CEO next month. Former Versace and Alexander McQueen chief, Jonathan Akeroyd, will take up the role of CEO at Burberry on 15 March, replacing Marco Gobbetti who left at the end of last year to head up Italian luxury footwear brand Salvatore Ferragamo.

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