British luxury fashion house Burberry unveiled its new spring-summer advertising campaign featuring two U.K. musicians, Karen Anne and Johnny Flynn, reports Fashion Mag.
The evolving campaign reveals a new couple each month, and the latest features the young musicians posed on Brighton Beach for photographer Mario Testino.
“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,” said Bailey.
“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,” he explained.
Launched last June, the Burberry Acoustic project showcases the current British music scene. At the previous Burberry menswear fashion show, chief creative officer Christopher Bailey invited many of the young musicians to attend.
“How crazy is it that I played on that beach as a kid and now I’m doing a Burberry shoot with Mario Testino there?” said musician Karen Anne, frontwoman of British rock band Ramona, in an interview with Elle.
Burberry Acoustic produced the video for Ramona’s first single, How Long, filmed last year in East London.
Anne marveled at her newfound exposure through Burberry: “You move back to your hometown, put a band together, and suddenly Burberry wants to do something?” she said. “It was that moment where you think life is so strange and funny, how it works.”
Bailey took the reins at Burberry in 2001, and transitioned the company’s dated look towards an edgier, more fashion-forward audience, with huge success. In the third quarter of 2010, total revenue increased by nearly 30 percent.