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From the runway

Burberry launches new campaign “Open Spaces”

A spirit of pioneering and freedom.


‘Freedom allows us to be creative, to dream, to be anything or anyone. Burberry, like me,  has had freedom at its heart since the very beginning. This campaign celebrates the  fearless spirit of exploration which connects us with one another and the natural world.  It’s about pushing boundaries and pursuing endless possibilities – looking to the future  and connecting us all.’  

Riccardo Tisci, Chief Creative Officer  

Today, Burberry unveiled its new campaign ‘Burberry Open Spaces’ which is a journey through the  freedom of imagination. When we dare to dream, the possibilities are infinite – we discover new  realities, we break boundaries and we find the freedom to go beyond limitations. 

A pioneering spirit has been part of the brand’s heritage from the very beginning. Thomas  Burberry invented gabardine and created iconic outerwear to help people embrace the outdoors  and explore new spaces and places. This spirit is embodied by a quote from Thomas Burberry that  continues to inspire and imbue the brand’s collections today: ‘Inherent in every Burberry garment  is freedom’. 

As the world opens up again, the campaign explores this spirit through a youthful, dreamlike lens.  For the campaign film, Riccardo collaborated on the creative and film direction with Megaforce to  bring the story to life. It features four bold individuals who have the power to explore and  discover, as they take us on a journey set amongst the natural beauty of the British countryside. A  spirit of duality – blurring the lines between reality and fantasy.  

They bound weightlessly through fields, defying gravity as they take flight – resisting convention.  New perspectives are explored as they jump and twist through towering forests. As they float  across a lake, they challenge the obstacles of the elements and the natural world. 

At the end of this hyperreal dreamscape, the four characters come together magnetically,  becoming one entity flying through the sky, united in their differences. A symbol for our  interconnectedness with nature and each other. 

The still imagery, shot by Ewen Spencer, continues this celebration of the outdoors. The dynamic  images feature the individuals in the film, shot from different perspectives surrounded by the  allure of nature.  

Dreams, nature and individuality become one in a journey into the freedom of our imagination.


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