Luxury British heritage brand Burberry has launched the first part of its spring 11 ad campaign, which will reveal new models every month.
The first part of the campaign, shot on Brighton beach by Mario Testino, launches with British models Cara Delevingne and Jacob Young.
Burberry chief creative officer Christopher Bailey said: “We wanted to create a dynamic, evolving campaign that reflects the diversity of our broad global consumer, revealing new British cast members each month, all with their own identity, embodying the different attitudes of the Burberry guy and girl. We shot the campaign on Brighton beach to celebrate the great British outdoors and our history of supporting emerging talent and to bring to life the emotion behind protection from the elements.’’
Burberry will also live stream its Burberry Prorsum autumn 11 menswear catwalk show from Milan on January 15 and allow viewers to pre-order items featured.
After the collection has been shown, visitors to the site will be able to pre-order outerwear and bags from the collection. Users will be able to receive immediate product information and place an order using instant messaging through ‘click to chat’ or requesting a phone call through ‘click to call’.
Orders placed will be delivered within two months.