HERE COMES THE SUN: Burberry is looking to brighter days with its high summer campaign — taking a break from trenchcoats and the four-seasons-in-a-day British weather.
The brand’s new ambassador Jack Draper stars in the campaign called “Wish You Were Here” with models Rosie Huntington-Whiteley, Alva Claire and Babacar N’Doye on a yacht called Check Mate.
“We wanted to capture the joy of the British at play. A kind of kick-start to the summer. Burberry is a brand for all the seasons, don’t forget,” said Daniel Lee, Burberry’s chief creative officer.
He added that the campaign was inspired by the brand’s “celluloid postcard — an arc of British idiosyncrasies and humor, with factor 50 on,” which were inspired by various “‘incredible yachting and holiday images” he found in the Burberry archive.
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The tennis player and models wear check swimwear and shirtdresses, as well as two-piece sets with a nautical knot pattern.
Burberry has been pushing a united, British front under new chief executive officer Joshua Schulman’s strategy.
“Burberry represents to me an extremely cool English brand. I’m very patriotic so the chance to work with a British brand and be an ambassador for a huge brand is a real honor for me and something I don’t take lightly,” Draper told WWD, who was named ambassador earlier this month.
“I’m looking forward to hopefully being with Burberry for many years to come but I just love what the brand symbolizes, good values and the slogan to keep moving forward,” he added.
The tennis player ranks as the world’s number seven, and number one for the U.K. on the ATP tennis list.
Draper said he remembers the “first piece of Burberry kit I owned was a vintage coat that I got at a market in London. It’s been a coat that I’ve worn many, many times. I’ll keep on wearing it for a long time, that’s for sure.”
The brand’s high summer campaign is taking on its own life with two pop-ups — one at The Newt in Somerset, England, and another at The Standard in Ibiza, Spain.
