The British brand has unveiled its new Fall/Winter 12 campaign, which has been shot by Mario Testino. It stars actress Gabriella and musician Roo Panes and is the company’s first ‘click to buy’ advertisement. That means fans will be able to get their hands on the items featured in the digital adverts straight away.
In the past, it has taken as long as three months for the looks to hit stores.
Today is the first time the films will be seen online, with more due in the coming months. The campaigns are all based around London, with the firm eager to play up its roots.
“We wanted to play with everything that’s at the heart of the Burberry world – celebrating our brand and London through imagery, film, music, weather and our iconic outerwear, all in a very poetic and British way,” creative director Christopher Bailey said in a statement.
“Using London as the backdrop, we shot the series of cinematic, emotive black and white images and short films with the incredibly talented Gabriella Wilde and Roo Panes, who effortlessly bring the campaign and our collections to life across all of our platforms.”
The full adverts will appear on June 1, at the same time as Britain’s Queen Elizabeth II celebrates her diamond jubilee.