Carla Chahrour

The British luxury fashion house Burberry has partnered with English international footballer Marcus Rashford and joined forces with charities supporting young people across the world, providing education, protection, encouragement and empowering the voices of tomorrow through its latest multifaceted campaign.

Fostering the spirit of  the community, the campaign brings different creative spheres and juxtaposes figures from fashion, dance and sport to project a unified mission.

The campaign film was directed by Katelin Arizmendi, choreographed by (LA) HORDE and created in collaboration with Megaforce, features a group of four young dancers, Kevin Bago, Zhané Samuels, Robinson Cassarino, and Singapore-born Chantel Foo, exploring a modern British landscape while fighting hailstones in a journey from the city to the sea. The film acts as a depiction of the fearless spirit present within the youthful generation that allows them to push boundaries and the importance of being a communal force, which is metaphorically presented in their creative evasion of the hailstones that they encountered while attempting to reach their destination.

Alongside the film, the campaign features behind-the-scenes content that celebrates a community of young dancers showcasing their characters, personalities, hopes and dreams, simultaneously providing an overall sense of  allowing people to achieve their full potential, to explore their dreams and to always go beyond.

(Burberry)

In addition to the filmic element, the campaign includes a photographic element that reflect the creative fusion of of sport, high fashion and dance. The images, photographed by Rafael Pavarotti and styled by Ibrahim Kamara showcasethe dancers echoing the same spirit while dressed in iconic Burberry trench coats, recycled nylon hooded puffer jackets and diamond-quilted jackets.

(Burberry)

Other images show Rashford wearing the brand’s signature print on a puffer jacket placed over a cream trench coat.The portrayal of a professional footballer, who has petitioned for the government to to expand access to free school meals and activities to poorer children during holidays to prevent hunger, dressed in high-fashion serve not only as a visual representation of the worlds of sport and fashion combined, but also as a reminder of the initiative behind the campaign, which is to support the ‘voices of tomorrow’ to build a better future for young people across the world.

(Burberry)

“It is very rare that I partner in a formal capacity, but what Burberry was offering was different. Burberry shared my vision in bettering local communities through investment into youth centres, which play a pivotal role in the childhood of many, especially in under-privileged areas,” Rashford said in a statement on the Brand’s press release.

(Burberry)

“We are all products of our community and youth centres offer children in those local communities stability and consistency to succeed at anything they put their minds to. Youth centres have suffered financially due to the global pandemic and closing them is losing the heart of the community. Burberry have led with action rather than words and the impact of this move will be felt for generations to come,” Rashford added.

To further the international reach of their charitable work, Burberry has partnered with the International Youth Foundation to contribute to the Global Youth Resiliency Fund, which will enable young entrepreneurs and community leaders particularly in Asia, to develop solutions to global challenges.

While luxury fashion house has a long history of giving back to communities, the inclusion of Rashford as well as other figures from fashion, dance and sport in the new campaign show how “the voices of tomorrow” can be celebrated while drawing inspiration from the youth of today.

(Burberry)

“This campaign is about looking forwards, looking to the future – inspired by youth, it brings together a community of different talents and worlds as one. United by passion, commitment and love, this campaign is a celebration of their dreams, of exploring and of always going beyond,” Riccardo Tisci, the Chief Creative Officer of Burberry  said in a statement on the Brand’s press release.

“I’m honoured that Burberry can partner with Marcus Rashford and amazing organisations around the world to give back to the next generation, allowing them to explore their dreams. And I wanted to take that concept – of exploring beyond – to express a real sense of freedom in the campaign. It’s all about that fearless spirit and imagination when pushing boundaries, something that we hold so close to our hearts at Burberry,” Tisci added.