Burberry

Aug 2025

The Burberry Back to the City ad campaign reimagines the quintessence of London luxury fashion houses through a vibrant, kinetic lens. Under the sharp creative direction of Daniel Lee, the campaign collapses the distance between high-end sartorial elegance and the gritty, rhythmic pulse of urban transit. Captured by photographer and filmmaker Angelo Pennetta, with cinematography by Errol Rainey, the project leans into a cinematic, lifestyle-driven narrative that transforms the iconic red double-decker bus into a mobile runway. Stylist Tamara Rothstein skillfully juxtaposes the brand's heritage pieces—such as the classic beige trench coat and house-check scarves—against the utilitarian textures of industrial metal, quilted leather, and polished city glass. The imagery utilizes a sophisticated blend of natural light to articulate the depth of these materials, alternating between macro product shots that highlight metallic gold hardware and expansive, editorial portraits that feature models like Nora Attal and Rubuen Bilan Carroll amidst the city’s limestone backdrop. By utilizing live-action techniques to frame the interplay between luxury accessories and the transit environment, the campaign achieves a seamless synthesis of heritage and modernity. Every frame feels deliberate, oscillating from the sharp precision of studio strobe work to the soft, diffused clarity of an overcast London afternoon, creating a visual rhythm that feels both timelessly Burberry and distinctly rooted in the contemporary city experience.

Commercial, Lifestyle

Natural light

Luxury Fashion Houses, Fashion