Burberry has undergone some significant changes these past 12 months. With the departure of Christopher Bailey, and the arrival of ex-Givenchy star Riccardo Tisci as Chief Creative Officer, not only did the brand’s logo get a redesign, its flagship stores a dynamic overhaul and it’s social media channel upgraded with the launch of a bespoke digital selling experience, it’s whole persona got a makeover too. Where Tisci's predecessor Christopher Bailey was all about heroes of British literature, stars of the Bloomsbury group and bright regency patterns,Tisci's aesthetic, by contrast, is hard-edged, monochromatic and precise. So it comes as no surprise that Tisci’s undertaking of the brand’s annual festive campaign is a world away from Bailey's all-singing, all-dancing Christmassy show-stoppers we're all so used to.
With fashion icon and supermodel Naomi Campbell, her mother Valerie Morris-Campbell, Four Weddings and a Funeral actress Kristin Scott Thomas, Doctor Who star Matt Smith and rapper M.I.A revealed as cast members for the annual Burberry festive campaign, while the 2018 line-up is no less-starry than previous years, there’s a distinctly conceptual feel to Tisci’s Christmas debut.
Shot by British artist Juno Calypso, best known for Joyce, her thought-provoking photography series on femininity, the film and photograph series will be unveiled across all Burberry channels on November 13. But in the lead up to the big reveal, the brand has released portraits of each cast member wearing Tisci’s debut pre-spring/summer 2019 collection.
Each picture is split so the subject's face is presented as a double illusion rather than a classic image. And with not a hint of glitter or a snowflake in sight, we can’t help but wonder what the Italian designer has in store (or should that be online and in-store?) for the waiting fashion world. Something a little more Haute, Haute, Haute than Ho, Ho, Ho, perhaps? We’ll find out on November 13.