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Burberry returns to artistic roots in latest campaign following technological ventures

Burberry has unveiled its latest marketing campaign, combining original illustrations by British artist Luke Edward Hall, alongside portraits by Mario Testino, to celebrate the best of British art and creativity.

The campaign reunites model Edie Campbell and actor Callum Turner for their second Burberry campaign together. It features photographs of the two shot by Testino alongside prints of Hall’s artwork, to promote the brand's new menswear and womenswear collections.

Hall, an up-and-coming British artist, used a mixture of mediums including watercolour, oil pastels, and chalk for his interpretations for both the latest womenswear and menswear collections, which includes the newly introduced patchwork bag and staple Burberry trench coat.

It's a move back to Burberry’s artistic roots following the designer label’s recent advancements in new technology. It was the first brand to create a ‘Snapcode’ on its products; bought an exclusive spot on Snapchat’s Discover platform, and live streams its fashion shows.

Christopher Bailey, Burberry’s chief creative and chief executive officer, said: “Luke is a great talent and it has been wonderful working and collaborating with him on our campaign. His beautiful illustrations next to Mario’s powerful photographs capture the artisanal spirit of the collection.”

Testino added: “I love the human element of the drawings onto the photographs. In this digital world we are living, the softness and handmade feeling adds something intimate. We are constantly moving forward in the way we communicate and this feels a very fresh approach.”