When you think of luxury outerwear, Burberry is undoubtedly one of the top names that come to mind. The British fashion house has had its hands in outerwear from the beginning when founder Thomas Burberry invented the gabardine fabric and used it to create a range of jackets and coats, most notably the brand’s iconic trench.
The dynamic campaign celebrates the freedom of imagination, which has inspired Burberry for over a century. This spirit is embodied by a quote from Thomas Burberry that continues to inspire and stay at the core of the brand’s collections today: “Inherent in every Burberry garment is freedom.” The campaign film features a group of bold individuals bounding weightlessly through the British countryside, defying gravity as they take flight. At the same time, the still imagery, shot by Ewen Spencer, continues this celebration of the outdoors.
“Freedom allows us to be creative, to dream, to be anything or anyone. Burberry, like me, has had freedom at its heart since the very beginning,” says Chief Creative Officer Riccardo Tisci. “This campaign celebrates the fearless spirit of exploration which connects us with one another and the natural world. It’s about pushing boundaries and pursuing endless possibilities – looking to the future and connecting us all.”
Outerwear isn’t the only space the heritage brand shines. Recently the brand has successfully reimagined the idea of the traditional retail storefront to bring shoppers back to physical retail space creatively. See: Burberry’s ephemeral immersive experience “Imaginary Cities” launched with SSENSE over the summer. Now, the luxury label has recently launched a new pop-up experience entitled, Imagined Landscapes alongside the Open Spaces campaign. Much like its summer “Imaginary Cities” experience, the Imagined Landscapes pop-up spaces blur the lines between reality and fantasy through dreamlike and futuristic experiences.
You can visit the series of inspirational pop-ups celebrating the house’s iconic outerwear in Neiman Marcus Beverly Hills and stand-alone Burberry locations in Soho, Rodeo Drive, Michigan Avenue, and Troy. Each site features topographic mirrored sculptures rising from the landscape against environmental shots from the campaign for a truly immersive experience deeply connected with nature.