14th November 2019

What is Love? – A Very Burberry Christmas

If you're ever wondered to yourself, "what is love?" Burberry might just have the answer

In terms of world affairs there’s not a lot of love to go around at the moment.  It would be hard to remember a more divided, fractious or consequential time.  There’s a real feeling in the air that we’re heading towards a pivotal time that will define the coming era long into the future.  So these are the times when it’s especially  important to remind people of the things that unite us rather than the current unhealthy hyper-focus on all our (usually) minor differences.  This coming Christmas season has given Burberry and Chief Creative Officer, Riccardo Tisci, the perfect opportunity to craft a new campaign around that ideal and invoke Tisci’s own recent personal experience of being accepted into the Burberry family after the departure of Christopher Bailey.  Bailey had been with the company for 17 years and and his DNA had become part of the brickwork by the time he left, so a welcoming and accommodating atmosphere for whoever was going to fill his shoes was essential for continued success.

Two years later and the rest is history.  Talent will always help – and Tisci exudes talent – but a supportive and, yes, loving environment breeds success.  It’s a core principle that cuts across any sort of racial, class, political or gender divide.  And, for all of us, not just Burberry, it’s a principle that has a particular resonance at Christmas as we take that extra step to (re)connect with our loved ones – like friends and family – and even take the time to show love to strangers.

I am connected to the idea of unity, togetherness and challenging the perception of what love is today. This for me is the real spirit of the season.  It’s one of my favourite times of the year – when I can stop, reflect and reconnect with those who make me feel happy and at home, no matter where I am in the world.  I loved the idea of bringing together a group of people that have been so supportive of me since I joined Burberry to celebrate my first holiday campaign for the house. – Riccardo Tisci

To realise this Christmas spirit on film Tisci teamed up with the marvellous Mart Alas and Marcus Piggott, the Lennon and McCartney of fashion film and photography.  Together they recruited a diverse cast that included the likes of Carla Bruni, Fran Summers, brand ambassadors Zhou Dongyu and Yoo Ah-in, Shay, Ikram Abdi Omar, Lea T, Boychild, Wu Tsang, Cecilia Chancellor, Sasha Pivovarova, Marina Morena, Mahmood and Chelsea footballer, Ruben Loftus-Cheek.  So, if you’ve ever wondered what the Christmas spirit looks like set to Dee-Lite’s ‘What is Love?’ – or what it looks like for Loftus-Cheek to not be able to dance – make sure you don’t miss the accompanying festive campaign clip.


For more on Burberry click here.

To see the campaign clip visit THE FALLtv.

Click here for previous features on Burberry.

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