Burberry's High Summer Campaign: A Splash of Nostalgia and Youth
Burberry's latest high summer campaign is a vibrant celebration of youth, nostalgia, and the British love for outdoor swimming pools, or 'lidos' as they're known. With a cast of models and actors, including Simone Ashley and Tom Blyth, the campaign captures the essence of a warm summer's day spent by the water's edge. What makes this campaign particularly fascinating is how it seamlessly blends the brand's iconic heritage with a modern, playful spirit, creating a unique and captivating visual narrative.
The campaign's setting is a lido, a public outdoor swimming pool that opens up as soon as the weather turns warm. This choice of setting is not just a nod to the British summer but also to the brand's rich history. Daniel Lee, Burberry's chief creative officer, explains, 'A lido holds a particular kind of nostalgia for the British. The moment the sun comes out, we make the most of the weather. We wanted to bring to life a warm summer’s day spent in and around the water’s edge, with friends.'
In my opinion, this campaign is a brilliant example of how fashion can be used to evoke a sense of place and time. The lido, with its vibrant atmosphere and social nature, is a perfect backdrop for Burberry's summer collection. The campaign's film short, directed by Francis Plummer and photographed by Ryan McGinley, captures the energy and excitement of the lido, with models splashing and lounging around, and even one model showering with his shirt on, a cheeky nod to the iconic scene in the BBC's 1995 adaptation of 'Pride and Prejudice'.
What many people don't realize is that this campaign is not just about selling swimwear. It's about creating a sense of community and shared experience. The lido, with its social atmosphere, is a place where people come together to enjoy the summer sun and each other's company. This campaign, therefore, is a celebration of the human connection and the joy of shared experiences.
One thing that immediately stands out is the use of synchronized swimmers and divers in the campaign. This is not just a stylistic choice but a deliberate attempt to capture the essence of the lido experience. The synchronized movements of the swimmers create a sense of harmony and unity, reflecting the social nature of the lido. In my view, this is a brilliant example of how fashion can be used to tell a story and evoke emotion.
The campaign also features a range of looks, including the Burberry check bikini, men’s swim shorts trimmed with check, and a host of tops, skirts, and shirts in cotton voile and jersey. Accessories include Burberry check slides, bags handmade in Madagascar from locally sourced raffia palm leaves, dyed in signature sand beige Burberry check, and crocheted bucket hats and wraparound sunglasses. These looks are not just stylish but also functional, designed to be worn and enjoyed in the summer sun.
From my perspective, this campaign is a brilliant example of how fashion can be used to create a sense of nostalgia and youth. The lido, with its vibrant atmosphere and social nature, is a perfect setting for Burberry's summer collection. The campaign's film short, with its playful and cheeky nods to iconic scenes, is a brilliant example of how fashion can be used to tell a story and evoke emotion.
In conclusion, Burberry's high summer campaign is a brilliant example of how fashion can be used to create a sense of place and time. The lido, with its vibrant atmosphere and social nature, is a perfect backdrop for Burberry's summer collection. The campaign's film short, with its playful and cheeky nods to iconic scenes, is a brilliant example of how fashion can be used to tell a story and evoke emotion. Personally, I think this campaign is a brilliant example of how fashion can be used to create a sense of community and shared experience, and I can't wait to see what Burberry does next.
