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Bella Hadid is starring in the Burberry's bag campaign

The spirit of animals is captured in the first Burberry's bag campaign starring Bella Hadid
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"For me, a lot of my creative concepts come from discovering old house codes and then creating new ones. I have always loved going into the archives and that is where I found the inspiration for this Pocket Bag"

This is how Riccardo Tisci, Burberry's Chief Creative Officer, came up with the idea for the creation of the first bag of the fashion house to have its own advertising campaign.

The Pocket Bag, whose classic and elegant silhouette, takes inspiration from Burberry archive, is reinterpreted by adding a front pocket and a leather strap and finished with contrasting stitching and hand-painted edges.

It was fundamental for Tisci to confer a strong modern charge: hence the decision to take inspiration from the animal world (which has always been a great passion of the designer) and above all from Burberry Animal Kingdom, a house code of the brand, created for the first time by founder Thomas Burberry, who chose to present his company with the emblem of a knight on horseback and, for his family crest, a unicorn.


Bella Hadid became the face of the campaign: “It was so incredible to see Bella Hadid giving life to this campaign in a panther version. She has this fierce power and pure femininity that perfectly embodies the animal spirit." Explains the Italian designer who encouraged the American model to have fun by setting free her “feline energy”.

Alongside Inez and Vinoodh, Riccardo worked with a team of iconic creative talents to capture the spirit of the campaign, including stylist Katy England, Burberry Global Beauty director Isamaya Ffrench and hair stylist Christiaan Houtenbos.


The Pocket Bag is available in a variety of sizes and colors, from canvas to embossed leather, and can be purchased in selected Burberry stores globally and online.

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