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A British Fashion Label Celebrates Giving Back this Festive Season

By Joe Tan

Photographed by Rafael Pavarotti, styled by Ibrahim Kamara.

The yuletide season that is soon upon us as we head into the cooler months is largely centred around the imagery of a richly-decorated pine tree, and the feeling of excitement in anticipation of receiving gifts. But more important than that, is the familial bond of spending time in the close comforts of wherever it is that feels like home. Now, more than ever, has this nurturing warmth and acceptance for those we call our chosen family and cherished acquaintances been so widely emphasised. As we now live in a time where the global majority celebrate and support the authentic visibility of those less privileged in smaller communities, the next step as we move forwards is naturally to lift those who have less up alongside us, through the admirable act of giving. 

This social movement is and has always been a foundational ethos for the house of Burberry as cemented by its namesake founder, and their latest campaign for the holiday season highlights exactly that. This follows a prior announcement by Burberry and its partnership with global charities to offer educational and professional opportunities for young creatives and entrepreneurs worldwide, to be better equipped to forge a better, more inclusive tomorrow for themselves and their communities.



Accompanying the release of this campaign, chief creative officer Riccardo Tisci announces, “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.”

Presented in the form of a film, the viewer is guided to follow a dynamic choreography executed by a diverse troupe of four dancers across the British landscape from city to sea, whilst destroying and deflecting a barrage of hailstones, reflecting the fearless spirit of those at the heart of Burberry and the empowering charitable values they stand for. Joining them are a similarly varied cast of models and renowned footballer Marcus Rashford MBE, decked head-to-toe in Burberry’s signature silhouettes marching in tandem, melding together the boundaries that separate the presentation of fashion, sports and performing arts. Beyond being just a visual representation of the fashion house’s global audience, each collaborating cast and team member is given the opportunity to voice their own thoughts on the importance of support, community and inclusion. 

Photographed by Rafael Pavarotti, styled by Ibrahim Kamara.

Of his involvement in this campaign, Rashford says, “Burberry is [the] British brand with strong ties to the North of England, which is really important to me. It is very rare that I partner in a formal capacity, but what Burberry was offering was different. Burberry shared my vision in bettering local communities through investment into youth centres, which play a pivotal role in the childhood of many, especially in underprivileged areas.”

Photographed by Rafael Pavarotti, styled by Ibrahim Kamara.

“We are all products of our community and youth centres offer children in those local communities stability and consistency to succeed at anything they put their minds to,” he continues. “Youth centres have suffered financially due to the global pandemic and closing them is losing the heart of the community. Burberry [has] led with action rather than words and the impact of this move will be felt for generations to come. I’m thrilled with the outcome and proud to call Burberry my partner,” Rashford concludes. 

Echoing this sentiment is dancer Kevin Bago, who elaborates, “‘The strength that you can find in the community is unparalleled, allowing us to achieve things that would just not be possible alone. This campaign really has this feeling and captures that spirit of youth – it’s been all about freedom and having the possibility to dream and to hope.”


Directors: Megaforce
Production: Riff Raff Films
DOP: Katelin Arizmendi
Choreography: (LA)HORDE
Styling: Ibrahim Kamara
Music: “Singing In The Rain”, written by Nacio Herb Brown / Arthur Freed.
Published by EMI Music Publishing Limited.
Vocals performed by Dreya Mac.
Musical accompaniment performed by Lank & Tank for Twenty Below Music.
Cast: Kevin Bago, Robinson Cassarino, Chantel Foo, Zhané Samuels