9th March 2021

The New Burberry S/S2021 Campaign

Venetia Tyler looks at the summer campaign from the classic British fashion house

As lockdowns start to lift and with summer well and truly on the horizon, Burberry celebrates the release of their S/S2021 Campaign, Bloom, shot by Juergen Teller.  In the new campaign Teller brings to life the essence of human nature’s two different realms: indoors and outdoors, nature and fashion.  The collection centres around mythology and a surprising and unexpected contemporary fairy tale between a mermaid and a shark.  The decision to celebrate the dichotomy of indoors and outdoors is certainly a theme on everyone’s lips, as we have perhaps become slightly too accustomed to the monotonous rhythm of our indoor daily routines.  The longing for outdoor spaces and crisp fresh air free from lockdown restrictions, is something most of us relate to by now.  Especially given the recent weeks of being blessed with snippets of warmer and sunnier days.

Bloom’s celebration of duality – something ever-present in Burberry’s concepts – explores reimagined and forward-thinking silhouettes whilst maintaining the traditional Burberry aesthetic.  The women’s trench coats are brought to life with a new freedom of expression, embellished with leather jacket details and redefined with rubberised cotton.  Mythology and fantasy is brought out by the crystal embellishments on draped dresses for women, and sheer chiffon straight-leg trousers with crystal mesh under layers for men.

The recently released campaign images – a creative extension of Burberry’s S/S2021 show – includes breath-taking shots of models immersed in nature from the show’s scenography. With Burberry’s iconic heritage rooted firmly in outdoor spaces and the British countryside, it seemed like an appropriate creative decision for Teller and creative director Riccardo Tisci to celebrate this aspect of the brand.  With this in mind, Burberry’s British iconoclasm has become an integral part to the brand’s narrative, consistently woven through each collection.  In addition, the brand prides itself on progression, innovation and functionality; a juxtaposition to British iconic heritage.  It’s this duality that is at the heart of Tisci’s campaign, as past and future are celebrated in a fusion of contrasting images.  All with a backdrop of fresh natural landscapes, and raw studio shots with bright lighting and a classic white backdrop.

This narrative, a dichotomy of two opposing viewpoints and perspectives – and similarly the unexpected and surprising union of a dark romance between a mermaid and shark – is what has successfully become Burberry’s central focal-point of the brand’s creativity for many years, and is now at the forefront of Bloom.  The fusion of duality has become what their success is now based upon; a celebration of forward-thinking designs, ones that transgress traditional silhouettes and construction, but which also maintain the British DNA.


See the full Burberry S/S2021 campaign clip at THE FALLtv.

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Click here to read our last feature on Burberry.

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