Off the back of a tumultuous month which saw a disrupted fashion week schedule, then the VIP-packed show and the announcement of a changing of creative directors from Tisci to Lee, it’s no wonder that Burberry’s newest campaign is seeking solace in the peace of the night.
Titled Night Creatures, this project aims to celebrate the “power of curiosity and exploration of the unknown” – tapping into the brand’s core ethos of constant exploration within fashion and design. Collaborating with MEGAFORCE on the campaign’s accompanying film, we see a dedicated trio of explorers dripped head-to-toe in Burberry befriend an undiscovered ‘night creature’, before embarking on new adventures as one group. Heartwarming.
Along the way, the group hits some familiar spots in London, before finally floating on the Thames and off into the night, which would suggest that the Burberry fits have an extra layer of anti-disease protection in there somewhere too. As an ode to London, curiosity and creativity, the campaign also features a series of stills which chronicles the collection on one of London’s greatest institutions – the night bus.
Throughout the campaign, technicality is highlighted: the brand’s iconic Nova Check becomes the Night Check, mirroring the night sky in a dark charcoal blue colour palette. Elsewhere, we see puffers, tactile fleeces, knits and tailoring in a new seasonal colourway. It wouldn’t be Burberry without a trench coat, though, and Night Creatures comes in clutch with a refreshed iteration of the house classic, cut to its signature Kensington fit.
Updating and adapting traditional Burberry codes for a nocturnal landscape is what Night Creatures does best – embracing the uncertainty of the last month and using it as fuel for a celebratory collection and campaign. We wouldn’t mind being nocturnal, if this were the wardrobe for it.
More on CULTED