Burberry unveils first ad campaign since see now, buy now move

Burberry has unveiled its first advertising campaign since it announced its move to a single label and a "see now, buy now" catwalk strategy. The campaign, which bears no seasonal label, features images shot by Mario Testino, complemented by illustrations by British artist Luke Edward Hall.

Featuring models Edie Campbell and Callum Turner the campaign will run from June to September, when Burberry will stage its first "see now, buy now" catwalk show at London Fashion Week; that show will, for first time, combine both men's and womenswear and will be available in-store directly afterwards. The British heritage luxury brand has also dropped its sub-labels Burberry London, Burberry Brit and Burberry Prorsum and has unified them under the single Burberry brand.

"The Patchwork": the latest hero bag

The images in the latest campaign feature product shown in January and February at London Collections Men and London Fashion Week respectively. They include hero pieces from the latest collections such as the classic trench and The Patchwork, a multi-textured and multi-patterned bag of which no two pieces are the same.

As well as the illustrations for the ads, Hall also hand-painted the backdrop to selected campaign images, blurring painting and photography. The process is featured in a new video which is set to music by Benjamin Clementine.

https://www.youtube.com/watch?v=HE1o8ogmO6U