Providing the perfect setting to show off Burberry’s capsule collection, the campaign is another example of the increasing awareness amongst fashion brands of the implications of the interactive potential of digital media. Rather than simply constituting a series of static images, the photos are designed to exist in the context of the website that also includes the video of the stylish duo struggling against the synthetic snowflakes and howling wind machine, accompanied by the upbeat indie sounds of The Kooks, appropriately singing their track Stormy Weather.
Using mouse-over technology, the user can zoon in on individual elements of what the duo are wearing in the video to click through to Sutton’s static images profiling the garments beautifully or even to follow through with purchasing the garment in question in the brand’s online store.
Burberry is, of course, one of those essentially British brands that have undergone a change of image in recent years, seeking to pull the once stodgy brand – Buyrberry has been around since 1856- back into the spotlight of hip. Sometimes this has proven so successful in terms of public response that a certain navigation correction has been necessary to ensure that the brand retains its luxury status. Under the guidance of designer Christopher Bailey, many have noted a particularly successful approach with the AW10 collections and campaigns that have gained the brand blue-chip media coverage and seen its attempts to move into the forefront of that certain vibrant British creativity achieve fruition.
The Winter Storms campaign is not only notable for Jacob Sutton’s photography that profiles the clothing to optimum effect on perfectly cast models for where Burberry wants to place itself on the fashion map, but also because of the context. With Winter Storms, Burberry shows that it is one of the brands that fully understands how fashion advertising media is going to need to evolve to reach its audience given the omnipresence of digital media. Even those who still prefer to read magazines or shop in the traditional way may simply no longer have the lifestyles that facilitate these preferences.
And, as such, looking for new hybrid modes that fuse the best of traditional fashion advertising approaches with the opportunities presented by new forms of retail is not only forward thinking, but might ultimately prove essential.