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in this issue ASA BUTTERFIELD BY MITCHELL NGUYEN MCCORMACK

Burberry Releases New Illustrated Campaign

It perfectly “illustrates” the brand’s newly-embraced buy-now-see-now practice

 

Burberry Campaign Mario Testino June 2016 Callum Turner

 

Burberry just introduced a set of ad campaigns for its latest collection. The release of the campaign is a turning point for the company, since it follows Burberry’s announcement to fully embrace the buy-now-see-now strategy. It’s also the first one used by the brand to introduce a collection under one Burberry label. It’s only fitting, then, that Burberry comes up with a unique campaign to mark the monumental occasion.

The great Mario Testino has been trusted to helm the campaign. In keeping with tradition, Burberry has also tapped young British actor Callum Turner to be the face of the menswear collection. What makes the campaign different is the illustration that accompanies every photograph.

British artist Luke Edward Hall has been commissioned to draw and paint all the illustrations using watercolor, chalk, oil pastels and acrylic.

The campaign will be circulated in print and online starting from June, when the collection will be able to be purchased. It will run until September, just in time for Burberry’s joint menswear and womenswear see-now-buy-now show.

 

Burberry Campaign Mario Testino June 2016

 

Besides the above-mentioned menswear campaign, Burberry has also unveiled its female counterpart, starring supermodel Edie Campbell and illustrations of much-coveted Patchwork bag.

 

 

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