Following the announcement last week of Marcus Rashford's partnership with Burberry to fund charities supporting young people in the UK through community-based work and free meals for vulnerable families, the Mancunian footballer has appeared in the latest Burberry campaign. Shot by Rafael Pavarotti and styled by Ibrahim Kamara, the images feature Rashford wearing Burberry classics: a cream trench coat, a Burberry tartan puffer jacket, and a brown crossbody leather bag.
‘Burberry is THE British brand with strong ties to the North of England, which is really important to me. Youth centres have suffered financially due to the global pandemic and closing them is losing the heart of the community. Burberry have led with action rather than words and the impact of this move will be felt for generations to come,' said Rashford MBE of the partnership.
Further campaign images are constructed like a Greek architectural friezes, featuring an array of dynamic models and dancers wearing 'Pocket' bags, trench coats, diamond-quilted barn jackets and puffer jackets made from recycled nylon. The campaign exists at the nexus between the artistic mediums of sport, high fashion and dance.
'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. I wanted to take that concept - of exploring beyond - to express a real sense of freedom in the campaign,' said chief creative officer Riccardo Tisci.
Alongisde Pavarotti's imagery is a short film directed by Megaforce and choeographed by (LA)HORDE. Inspired by the iconic scene in the 1952 American musical Singin' in the Rain, a troupe of four young dancers dodge giant slabs of ice as they journey from city to seaside.
‘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. That iconic scene from the film ‘Singin’ in the Rain’ came to our minds so we wanted to draw inspiration from it and make a version that speaks for our times. This year has been tough for us all, so we wanted to push the metaphor and transformed the rain to ice blocks,' said Megaforce.