Burberry launches first Marcus Rashford campaign, focuses on creativity

By

Sandra Halliday

Published
Nov 11, 2020

Hot on the heels of its announcement of a link-up with footballer and child poverty campaigner Marcus Rashford, Burberry has released a new campaign designed to foster creativity and featuring the star Manchester United player in his first ever fashion campaign.

“This campaign is about looking forwards, looking to the future - inspired by youth, it brings together a community of different talents and worlds as one,” creative chief Riccardo Tisci said. 

“[It’s] a celebration of their dreams, of exploring and of always going beyond. I’m honoured that Burberry can partner with Marcus Rashford and amazing organisations around the world to give back to the next generation, allowing them to explore their dreams. And I wanted to take that concept — of exploring beyond  to express a real sense of freedom in the campaign.”

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The campaign features figures from fashion, dance and sport with the “uniting element [being] youth and exceptional creativity”, we’re told. 

Burberry added: “The span of figures also finds an echo in society as a whole, as well as the communities encouraged by the youth initiatives Burberry is supporting in partnership with Marcus Rashford – allowing people to achieve their full potential, to explore their dreams and to always go beyond”.

The company created the campaign film in collaboration with Megaforce and said it “transports the viewer from the everyday to the extraordinary, allowing them to explore a new fantasy”.

It was  directed by Katelin Arizmendi and choreographed by (LA)HORDE, a troupe of four young dancers who “explore a modern reconfigured British landscape, a choreographed terrain journeying from city to sea”.

There’s also behind-the scenes content that “champions the community of young dancers, showcasing their characters, their personalities, their hopes and dreams”.

Still images were shot by Rafael Pavarotti and styled by Ibrahim Kamara, featuring “the combined creative realms of sport, high fashion and dance”. The images feature a frieze of models and dancers alongside Rashford.

The product featured includes trench coats, diamond-quilted barn jackets and hooded puffer jackets made from recycled nylon. Accessories include the Pocket Bag, an archive-inspired tote in canvas and topstitched leather.

The campaign also sees the brand joining forces with “charities supporting young people across the world, providing protection, encouragement and empowering them to shape our tomorrow. A campaign of particular importance in such unprecedented times.”