Hubert Burda Media

Burberry: True Brit Grit

Burberry: True Brit Grit

Burberry: True Brit Grit

Born of British stock in 1856, Burberry has come a long way through making numerous innovations in the fashion world. However, with the Autumn Winter collection of 2012, Burberry returns to its roots by reconcieving classic looks and panache, while riding the wave of post-Olympic zeal for all things Brit. This season's ad campaign, shot by Mario Testino under the creative direction of Christopher Bailey, is its most ambitious and cinematic to date. Making use of weather and architecture unique to Britain as a backdrop to the collection's classic styles, Burberry recruits the up and coming talent of Roo Panes as the soundtrack and model to the ad campaign.

"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," Said the Chief Creative Officer of Burberry, Christopher Bailey, "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.”

Experience Burberry's interactive digital campaign on their website.

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