New York –
Social media and fashion have practically become two peas in a pod. If a
fashion brand can’t own the social media game, especially Instagram, they
don’t really stand much of a chance at maintaining relevancy. Burberry has
unveiled a new social media inspired campaign that will be released in
waves from January 6 through June.
The campaign was shot by Mario Testino, and features a group of rising
fashion models including Dylan Brosnan, sisters Ruth and May Bell; Bella
Yentob; Hayett Belarbi McCarthy; Eliza Fairbanks; Misha Hart; Liam Gardner;
Sol Goss; Ben Gregory, and Louie Johnson.
Testino, who is usually known for his incredibly high-fashion and very well
edited photos featured in Vogue, Vanity Fair, and GQ, shot 40 photos with a
more raw, natural feel to them. This is a big departure from Testino’s
usual aesthetic.
Ruth Bell would be the most recognizable face of the campaign, having
recently modeled for both Alexander McQueen and Saint Laurent. Brosnan is
the son of actor Pierce Brosnan. He also appeared in a Saint Laurent
campaign back in 2014.
Burberry really needs this campaign to help boost their sales figures after
it was forecasted they would see a second year decline in sales due to
weakness in Asia. In October, it was announced that they would , in
addition to trimming additional expenditures like travel by 30 million
dollars. Despite the weakened market in Asia, this campaign might help them
turn things around.
Photo:fashiongonerogue.com