Burberry's Autumn/Winter 2017 campaign presented a distinctly British narrative, a carefully crafted visual story reflecting the brand's heritage while simultaneously projecting a modern, inclusive sensibility. The campaign, shot by Alasdair McLellan, showcased the September collection, a vibrant tapestry of textures, patterns, and silhouettes that captured the essence of the season. The departure from previous campaigns, with its fresh cast of models and a focus on diverse representation, signaled a shift towards a more contemporary and representative expression of British style. This article will delve into the specifics of the campaign, analyzing its visual language, the chosen models, and its relationship to the broader Burberry Fall/Winter 2017 collection presented on the runway and subsequently available as ready-to-wear.
Burberry 2017 Fall/Winter Runway: Laying the Foundation
The Burberry Autumn/Winter 2017 runway show served as the bedrock for the subsequent advertising campaign. The collection itself was a compelling blend of classic British tailoring and contemporary streetwear influences. We saw a masterful interplay of textures – luxurious cashmere, robust wool, and subtly shimmering silks – creating a visually rich experience. The color palette ranged from earthy tones of deep browns, muted greens, and rich burgundies to pops of brighter hues, injecting a sense of youthful energy into the otherwise sophisticated collection. Key pieces included oversized checks, a signature Burberry motif reimagined for the modern era, and meticulously crafted outerwear, including trench coats and parkas, that evoked a sense of timeless elegance. The collection was designed to be both versatile and adaptable, catering to a wide range of styles and personalities, a factor clearly reflected in the subsequent campaign’s casting choices.
The show's staging further enhanced the overall aesthetic. The setting, and the accompanying music, contributed to the creation of a specific atmosphere, one that the campaign sought to emulate and translate into a visually engaging narrative. The deliberate choice of models, their styling, and their interactions on the runway all contributed to the overall narrative arc, hinting at the direction the brand would take in its advertising. This careful consideration of every element, from the garments themselves to the show's presentation, underlines Burberry's commitment to a holistic brand experience.
Burberry Fall/Winter 2017 Men's Campaign: A Separate but Complementary Narrative
While the overarching themes of the Autumn/Winter 2017 campaign remained consistent across both men's and women's lines, the men's campaign subtly emphasized different aspects of the collection. The imagery, while still shot by Alasdair McLellan, often featured a more rugged, outdoorsy aesthetic, reflecting the practicality and durability of the men's garments. The focus shifted towards the functionality and versatility of pieces like the aforementioned outerwear, showcasing their ability to transition seamlessly from city streets to more rugged landscapes. This reflects a trend in menswear towards a more relaxed, yet sophisticated, style, combining comfort and functionality with a distinctly British sense of understated elegance.
The casting for the men's campaign mirrored the inclusive approach adopted for the women's line, featuring a diverse range of male models representing different ethnicities and body types. This conscious decision to move beyond traditional notions of male beauty further solidified Burberry's commitment to a more representative and inclusive brand identity. The choice of locations for the photoshoot also played a role in shaping the narrative. The settings, often featuring natural landscapes or urban backdrops with a distinctly British character, reinforced the campaign's overall theme of a "very English outing."
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