Fashion house Burberry is making a splash this Christmas with a timeless rendition of Singin' in the Rain, infusing the Gene Kelly classic with the brand’s distinctive urban edginess.
Produced by RiffRaff Films and directed by MegaForce, the classical climatic dance-off has been choreographed by dance collective (La)Horde, amping up the thrill factor by introducing falling blocks of ice for the fleet-footed quartet to circumnavigate.
Evading a descent into tired schmaltz and cheese the short film brings the 1950s straight into the 21st century with a hailstorm on London’s Petticoat Lane.
Naturally, each dancer is bedecked in Burberry’s latest collection for the spot, with Kevin Bago, Robinson Cassarino, Chantel Food and Zhané Samuels dressed head to toe in tartan and tweed.
Megaforce said: “We found the idea for this film digging through Burberry’s history. The founder, Thomas Burberry, created innovative weatherproof clothing that was used by polar explorers, which gave us this idea of a story that saw its characters braving the elements with ease.“
Keen to fashion more than just a video, Burberry is aiming to celebrate its capacity to provide social good, signified by a partnership with footballer and activist Marcus Rashford to finance a network of British youth centres.
Riccardo Tisci, chief creative officer, said: “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.
“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.“