Burberry Introduces a New Campaign Starring Bella Hadid

Lindsay Judge   |   26 - 08 - 2020

Burberry has unveiled its latest campaign starring American model Bella Hadid.


The campaign also marks the introduction of the new Pocket Bag which becomes and key accessory for the brand for the upcoming season.


Designed by Burberry Chief Creative Officer Riccardo Tisci, the structured tote takes inspiration from a bag in the Burberry archives. The original silhouette is reinterpreted by adding a front pocket and leather taping. It is finished with contrast top-stitching and hand-painted edges.



The combination of leather and canvas used in the bag references the brand’s equestrian heritage.


‘For me, a lot of my creative concepts come from discovering old house codes and then creating new ones. I have always loved going into the archives and that is where I found the inspiration for this Pocket Bag.” Said Riccardo Tisci.


The campaign is inspired by the Burberry Animal Kingdom and starts Bella Hadid. Bella is captured in a series of images that see her embody the animal figures through her raw power and feline femininity. The campaign was shot by Ines and Vinoodh who worked alongside Tisci to bring the campaign to life.



For Burberry’s first ever bag campaign, I knew that I needed to give the Pocket Bag a powerful modern energy and so together with Katy, Inez and Vinoodh we developed an exciting campaign inspired by Burberry’s Animal Kingdom. Animals have always been a creative obsession and signature of mine, and it was so amazing to see Bella Hadid bring this to life as the panther. She has this fierce power and raw femininity that perfectly embodies the animal spirit.’ Said Riccardo Tisci.


Behind the scenes


Bella Hadid spoke of her experience: ‘I absolutely loved shooting this campaign, letting my inner animal spirit run free! We had so much fun on set, the mood was really sultry and playful, I felt we were really capturing that feline energy and power. This is my second campaign for Burberry and it is always such an exciting experience working with Riccardo – he has such amazing creative ideas and ways of interpreting a collection.’


The pocket bag is available in a number of colours and variety of sizes and materials from canvas to embossed leather. It is available to purchase at select Burberry stores and online.