Introduction:
Burberry, the iconic British luxury fashion house, has always been synonymous with timeless elegance, sophisticated designs, and a rich heritage. In 2018, the fashion world was abuzz with the news of Riccardo Tisci taking over as the Chief Creative Officer of Burberry, succeeding Christopher Bailey. Tisci’s appointment marked a new chapter for the brand, as he brought his unique vision and fresh perspective to the table. The fashion industry eagerly awaited his debut collection and campaign for Burberry, and the SS19 campaign did not disappoint. Let's delve into everything you need to know about Riccardo Tisci’s first campaign for Burberry.
The Vision of Riccardo Tisci:
Riccardo Tisci is a renowned Italian fashion designer known for his bold and edgy designs. His tenure at Givenchy garnered him critical acclaim and a loyal following of fashion enthusiasts. When Tisci joined Burberry, he expressed his desire to infuse the brand with a modern sensibility while staying true to its heritage. His vision for Burberry was to create a more inclusive and diverse brand that resonated with a younger audience. The SS19 campaign was the perfect platform for Tisci to showcase his vision for the brand.
Discovering the SS19 Campaign:
The Burberry SS19 campaign marked Tisci’s debut collection for the brand and was highly anticipated by fashion critics and consumers alike. Titled “Kingdom,” the campaign was a visual feast that showcased Tisci’s interpretation of the Burberry aesthetic. Shot by renowned photographer Nick Knight, the campaign featured a diverse cast of models, musicians, and actors, reflecting Tisci’s commitment to inclusivity and diversity.
The campaign imagery was a mix of modern sophistication and edgy glamour, with a nod to Burberry’s classic heritage. Tisci reimagined the brand’s iconic trench coat and checkered patterns, infusing them with his signature twist. The campaign also featured a range of ready-to-wear pieces, accessories, and footwear, all bearing Tisci’s distinctive design aesthetic.
Tisci’s approach to the campaign was innovative and bold, as he sought to redefine the brand’s image while staying true to its DNA. The campaign’s tagline, “Kingdom,” symbolized Tisci’s vision of a unified and diverse Burberry community, where individuality and inclusivity were celebrated.
The Impact of the SS19 Campaign:
The Burberry SS19 campaign received widespread acclaim from fashion critics and consumers for its fresh and modern approach. Tisci’s debut collection was lauded for its innovative designs, impeccable craftsmanship, and strong visual identity. The campaign imagery, with its striking visuals and diverse cast, resonated with a global audience, cementing Tisci’s position as a visionary creative director.
The SS19 campaign also had a significant impact on Burberry’s brand image and market positioning. Tisci’s arrival brought a new energy and excitement to the brand, attracting a younger demographic and reinvigorating interest in Burberry among fashion influencers and celebrities. The campaign’s success helped drive sales and enhance Burberry’s reputation as a forward-thinking luxury brand.
Looking Ahead:
As Burberry continues to evolve under Tisci’s creative direction, the fashion world eagerly anticipates what the future holds for the iconic brand. With his innovative designs, inclusive vision, and bold approach to storytelling, Tisci is poised to lead Burberry into a new era of success and relevance. The SS19 campaign was just the beginning of Tisci’s journey with Burberry, and the fashion world is excited to see what he has in store for the brand next.
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