May 18, 2021
Burberry has been putting massive support behind the launch of its newest bag design, the
Olympia. And following the recent news that it's opening a series of tech-enabled pop-ups to support the launch, it has now unveiled a major new advertising campaign for the bag line-up.
The focus the company is placing on this key accessory piece can be seen from the big names it has fronting the marketing push and those behind the scenes of the campaign. For a start, the creative concept stars FKA twigs, Kendall and Shygirl.
They’re seen in a series of images and videos set against a minimalistic backdrop of marble and Burberry beige. The company said the three women “embody feminine energy, strength, sensuality and freedom of expression”.
They were photographed by more big names — Inez and Vinoodh — with styling by Ib Kamara, make-up by Kabuki Magic, and hair by Jimmy Paul and Lacy Redway. They all worked with Burberry creative chief Riccardo Tisci.
“When designing the Olympia, I was thinking about creating the perfect form of a handbag – something that could capture the essence of femininity,” he said. “So, for the campaign, I wanted to celebrate three incredible women in my life who embody the power and beauty of feminine energy: FKA twigs, Kendall and Shygirl. These women are amazingly talented and confident, and have a natural fierceness and determination to carve their own paths, each freely expressing their originality through their creativity.”
Earlier this month, the company opened the first of a series of pop-ups for the Olympia with a debut in Harrods, London, running until May 30 ahead of a rollout to other key international locations. It came with an AR experience and limited editions. The company is increasingly using technology -- and especially AR -- as it promotes its products and aims to deliver an enhanced luxury experience to its customers.