If Kate Moss could pull it off in Glastonbury in 2005, Burberry certainly brought it home with their most recent campaign set in the muddy festival season, featuring icons like Alexa Chung and the Gallagher family. Celebrating 1990s British styles, the British brand continues to check all the boxes, and all the apparel, as they invite us to the dirtiest yet most fashionable festival of all.
Taking centre stage as the festival season begins, Burberry pays homage to the Cool Britannia movement of the 1990s, a cultural shift focused on pride in UK heritage heralded in by bands like Oasis and Spice Girls. Their collection advertises “united by a shared belief in the power of live music,” bringing back some of the 1990s looks into their new campaign.
Headlining the star-powered campaign are Liam Gallagher, Goldie, Seungmin, Loyle Carner, Chy Cartier, John Glacier, Cara Delevingne, Alexa Chung, Lennon Gallagher, Molly Moorish-Gallagher, and Gene Gallagher, highlighting the campaign’s emphasis on British identity.
Hoping that the collection will be a “creative expression and go-to uniform for festival goers,” Chief Creative Officer Daniel Lee described the goal of displaying “candid moments capturing off-duty fans and headline acts in between gigs.” While the campaign photos are anything but candid, Burberry undoubtedly asserts a punk, festival spirit with some of the UK’s most iconic British figures in their new campaign.
