The power of self-expression, the feeling of freedom, and a newfound desire to dance in a rave cave until early hours of the morning – these are the feelings the Burberry SS22 campaign evokes.
After years of unending lockdowns and an equal amount of time talking about them, Burberry's chief creative officer Riccardo Tisci wants to break free. Tapping into ideas of underground London youth culture and spirit, the campaign is born out of a desire to imbue raw energy into the Spring Summer 2022 collection, capturing the power of self-expression in a campaign that is spliced between the perspective of two photographers.
‘The Spring/Summer 2022 menswear and womenswear shows had this visceral energy that was contrasted with really beautiful soundscapes." Tisci said in a press release. "I wanted to continue this dialogue in the campaign, a flicking between realities, contrasting Mert and Marcus’ pure youthful energy with Chris Rhodes’ raw youthful spirit. As we come out of lockdowns around the world, I wanted this campaign to make people feel something, free to dream, free to feel youthful and alive again. It is a beautiful dance, a very raw energy that’s powerful and full of life. Like an awakening.’ He continued.
The campaign is captured from dual perspectives with models Chisom Okeke, Chu Wong, Claus Emilio Royo, Erwan Konate, Irina Shayk, Manolo Teodosiu, Maria Keidj, Miles Gardner, Mona Tougaard, Niclas Baker, Paula Rudevica, Rianne Van Rompaey, Siny Mbengue, Sita Zampou and Vira Boshkova as the cast. Polished, yet undone studio shots were created by Mert and Marcus, displaying the collection, comprised of slinky bodysuits with silver hardware, classic trench silhouettes, all-leather looks, and oversized printed jersey's; while candid shots, artfully interpreted by Chris Rhodes reveal a crystal-encrusted ensemble, key handbags, and leather puffer hats in gritty film shots.
The collections, which span menswear and womenswear, emphasise the idea of fluidity. Traditional silhouettes are broken down and reimagined for the new generation of wearer, embodying youth and sensuality in each line.
