2017 marked a significant year for Burberry's advertising strategy, showcasing a shift in creative direction and a renewed focus on digital engagement. Following the vibrant energy of its Spring/Summer 2017 runway show, the brand unveiled a new campaign that captured a distinct aesthetic, moving away from some of its previous approaches and establishing a new visual language. This campaign, shot by photographer Josh Olins in the evocative setting of the Henry Moore Studios & Gardens, became a key element in Burberry's broader marketing efforts and significantly impacted its brand image. This article will delve into the specifics of Burberry's 2017 advertising, exploring its various facets, from the choice of location and photographer to the models used and the overall digital strategy employed.
Burberry Latest Campaign: A Study in Contrasts
The Spring/Summer 2017 campaign represented a departure from some of Burberry's earlier, more overtly glamorous campaigns. While still maintaining the brand's inherent sophistication, the imagery presented a more relaxed, less overtly polished aesthetic. The choice of the Henry Moore Studios & Gardens as the backdrop played a crucial role in establishing this mood. The juxtaposition of the structured, almost austere architecture of the studios with the softer, more organic landscape of the gardens created a visual tension that mirrored the collection itself. The clothing, characterized by its mix of classic British tailoring and contemporary streetwear influences, was presented in a way that felt both timeless and modern.
Olins' photography style further contributed to this nuanced approach. His work often features a naturalistic, almost documentary-like quality, capturing moments rather than meticulously staged poses. This contrasted with some previous Burberry campaigns that emphasized a more highly stylized and polished aesthetic. The resulting images were less overtly aspirational and more relatable, aiming to connect with a broader audience. This strategy reflected a wider shift in luxury advertising towards a more authentic and less overtly luxurious presentation.
Burberry Advertising Campaigns: A Historical Perspective
To understand the significance of the 2017 campaign, it's crucial to look back at Burberry's advertising history. The brand has a long and storied legacy in advertising, evolving its approach over the decades to reflect changing consumer tastes and technological advancements. Early campaigns focused on establishing the brand's heritage and quality, often featuring imagery of British landscapes and aristocratic figures. Later campaigns incorporated a more modern aesthetic, incorporating celebrity endorsements and showcasing the brand's versatility across different styles and occasions.
The 2017 campaign, however, marked a significant departure from some of the more overtly glamorous campaigns of the previous years. The move towards a more understated and naturalistic aesthetic signaled a conscious effort to broaden the brand's appeal and connect with a younger, more diverse audience. This shift reflects a larger trend in luxury advertising, where brands are moving away from purely aspirational imagery towards a more inclusive and authentic representation of their brand values.
Burberry Advert Model: A Focus on Diversity and Authenticity
The choice of models for the 2017 campaign further emphasized this shift towards authenticity. While specific model names aren't readily available for all aspects of the campaign without deeper archival research into the press releases from 2017, the overall approach prioritized diversity and a more relatable image. The models didn't necessarily fit the traditional "supermodel" archetype, instead reflecting a wider range of ethnicities, body types, and ages. This deliberate choice reflected a broader industry trend towards more inclusive representation in advertising. The focus was less on unattainable beauty ideals and more on showcasing the clothes on individuals who looked like real people, thereby enhancing the campaign's relatability.
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