2nd September 2020

Burberry Pocket Bag ft Bella Hadid

Animal magic comes to Burberry for the Pocket Bag campaign

Those of us that have followed the fashion evolution at the House of Burberry over the last few years will have noticed just how much Riccardo Tisci has delved into the company’s past to move the brand forward.  And it’s not done in any sort of performative way either.  Anyone who has listened to him talking about his love of the brand for more than five minutes would easily be able to tell just how much of a deep personal connection and admiration he has for the history of the company and its founder Thomas Burberry.  In fact, under Tisci the initials ‘TB’ has now become as recognisable a signature of the brand as its already long-established, famous Burberry check.

The new Burberry Pocket Bag is just another piece added to the tapestry that tells its 164 year history.  And, appropriately enough, the design of this new structured tote bag draws its cues from a previous bag in the Burberry archives:

For me, a lot of my creative concepts come from discovering old house codes and then creating new ones.  I have always loved going into the archives and that is where I found the inspiration for this Pocket Bag. – Riccardo Tisci, Burberry Chief Creative Officer

So, while there is a comfort and familiarity to the new Pocket Bag that the younger generation might recognise but not quite place, the country living styling and the addition of newer elements like a handsome front pocket and leather taping still brings out that instinctive animal desire nevertheless.  The animal motif also fits with the idea behind the new campaign for the Pocket Bag, featuring the incomparable Bella Hadid in only her second Burberry campaign.  Taking further inspiration from the Animal Kingdom codes established by Thomas Burberry, and building on Tisci’s own fascination with animals, the campaign sees creative maestros Inez and Vinoodh bring to life those cues through Hadid as the ‘panther’ of the piece – raw power with sublime beauty and femininity, all underwritten with a razor claw edge.

I absolutely loved shooting this campaign, letting my inner animal spirit run free! We had so much fun on set, the mood was really sultry and playful, I felt we were really capturing that feline energy and power. This is my second campaign for Burberry and it is always such an exciting experience working with Riccardo – he has such amazing creative ideas and ways of interpreting a collection. – Bella Hadid


To see the official video clip of the Burberry Pocket Bag campaign featuring Bella follow us on Instagram today.

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