Would you believe that Burberry has never centered an ad campaign around a bag until now? For the Pocket Bag campaign — so called to spotlight creative director Ricardo Tisci’s new signature design — the British brand brought in the big guns (or cats, in this case). Bella Hadid stars, and the campaign is shot by Inez & Vinoodh.
Tisci has consistently drawn upon the brand’s history during his tenure at Burberry, and he evolves new animal prints and motifs each season. (This builds upon founder Thomas Burberry, who chose to present his company with an emblem of a knight on a horse.) Clearly, the wildlife theme is striking a chord — the cow-print-heavy spring ’19 collection is sold out, and Beyoncé even wore it in Black Is King. Shifting focus from the farm to the jungle, the ads showcase Bella Hadid, who could pass as a cat herself, next to a massive panther statue. The bag itself is basically a luxurious structured tote inspired by an archival Burberry bag but reworked by adding a front pocket and leather taping.
“I absolutely loved shooting this campaign, letting my inner animal spirit run free!” Hadid said in a statement. “We had so much fun on set, the mood was really sultry and playful, I felt we were really capturing that feline energy and power.” The creative team also included stylist Katy England, Burberry global beauty director Isamaya Ffrench and hairstylist Christiaan Houtenbos. See more from the campaign, below.