Burberry has always, somehow, managed to make dreary British weather chic and this winter season is no different. Its festive campaign celebrates the cosy season with Burberry-clad stars from Rivals along with some lesser-known long-time fans of the brand.
Despite Burberry facing declining sales amid a slump in the luxury market, business continues as usual. Plus, what better time to showcase what the brand is all about?
The ‘Wrapped in Burberry’ series celebrates spending the holiday season with loved ones, “where the home is at the heart of making memorable festive moments”. It’s made up of three sets of portraits spotlighting couples, friends and families from around the globe wearing Burberry while celebrating the joys of the festive season.
Shot in the storied hub of culture and art, London’s Bloomsbury, the campaign sees British icons of the stage and screen, David Tennant and Alex Hassell, come together in classic Burberry ensembles. With these familiar faces, who are co-starring in the recently acclaimed TV series ‘Rivals’, Burberry has yet again tapped into popular – and of course, British – culture.
The actor duo is joined by Nigerian-born London-based artist Slawn, partner Tallula Christie and their two children, Beau and Baby, sporting outfits fit for the entire family.
Slawn said: “This time of year is all about those sentimental memories, staying in and family. Reminiscing on the best parts of the holiday season is why ‘Wrapped in Burberry’ felt like such a natural fit for us. Nothing says British winter like a classic Burberry scarf.”
The series also features some less-known faces. In fact, Drs. Herschel and Lilly Stoller, are a Nebraska-based couple who have been clients of the brand for over 20 years.
Drs. Hershel and Lilly Stoller, said: “The end of the year is very busy for us at work, so time off for the holidays is very much welcomed. For us, it’s time to spend with family and friends and, of course, lots of gifts to give to share our good fortune and to see smiles and joy. We love having some time to ourselves at home and with family, and shopping at Burberry and seeing our dear friends there, who are our Burberry family. Family is the best. It is our foundation.”
This campaign is launched as Burberry struggling to stay afloat amid the luxury market’s slump. Burberry sales are expected to fall by about one-fifth this, as the struggling fashion retailer continues facing a slowdown in the luxury market.
The company, which recently dropped out of the FTSE 100 because of its declining share price, will announce its first half results tomorrow on 14 November.
Analysts expect sales to come in at about £1.1 billion for the first half, significantly lower than the same period last year. Meanwhile, the company is expected to post a loss of about £45 million compared to last year’s interim profit of £225 million.
Burberry joins several other retailers in suffering from a stagnant market in the luxury sector, with the key Chinese market particularly hit.
