Burberry Say No To Conventionality and Uniformity For A/W 21
The British heritage brand have decided that individuality is everything for A/W 21, looking to various adventurous journeys taken at the beginning of the 20th century to inform the key ideas expressed in their latest collection.
The British heritage brand have decided that individuality is everything for A/W 21, looking to various adventurous journeys taken at the beginning of the 20th century to inform the key ideas expressed in their latest collection.
Exploring fluidity in fashion, giving way to the power of the individual to express their most authentic selves, Burberry have officially launched their A/W 21 campaign, hammering home the importance of freedom of expression and creativity.
Playing on the concept of duality, the campaign features a variety of split images. Classical studio stills - courtesy of photographers Mert and Marcus - are contrasted with bold and candid shots of backstage models from the A/W 21 Burberry presentations, all captured by photographer Chris Rhodes. Through the slicing and coming together of different images, different viewpoints have been touched upon throughout multiple stages of the campaign. From the clothes to the models, to the stills themselves, each decision represents a new way of thinking, looking and exploring.
Chief Creative Officer Riccardo Tisci said of the campaign in a statement:
'This season is very much about freedom of expression and the importance of exploring creativity. And so, for the campaign, I really wanted to build on these notions and have the collection captured from two different creative perspectives. I collaborated with the incredible Katy England on the styling for the campaign to create a beautiful and powerful fluidity across both juxtaposing images, and I am so excited to have also worked with Mert and Marcus and Chris Rhodes to bring them to life through each of their unique lenses.'
Exploring the modern narrative of femininity and masculinity in the 21st century, Burberry's A/W 21 collections by Riccardo Tisci re-write the rulebook of tradition, examining the true connotations of what it means to be 'masculine' or 'feminine'. The collection pays homage to the widespread British craft and outdoor movements of the early 20th century, making subtle nods to those who daringly ventured into nature, breaking with convention in their journey towards building a better future.
Understanding the want and need for building a brighter future has never been more prevalent, given such turmoil that continues to surround the everyday. From climate change to Brexit, Tisci looking to the past to inform the future of Burberry - through style and attitude - is a daring one that we can all learn from.
