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'What is Love? Burberry Festive Campaign (photo © by Mert Alas and Marcus Pigg

‘What is Love?’ – Burberry presents the Festive campaign

“What is love” is the new “Burberry” advertising campaign for Christmas parties
(photo © by Mert Alas and Marcus Piggott/Burberry)
“I am very close to the idea of ​​union and inclusiveness and I am challenging the perception of today’s concept of love. For me this is the true spirit at the base of the festive period. It is one of my favorite moments of the year – when I can finally stop, reflect and feel close to the people who make me happy, regardless of where I am in the world.



This is why I liked the idea of ​​bringing together a group of people who have always supported me since I went to Burberry and celebrate my first brand campaign with them “'What is Love? Burberry Festive Campaign (photo © by Mert Alas and Marcus Pigg                                                      What is Love? Burberry Festive campaign

Riccardo Tisci, Burberry Chief Creative Officer
On the occasion of his first festive campaign, Riccardo Tisci, the brand’s creative director, brought together a cast of international talent to celebrate the concept of inclusiveness, union, hope and love.

The cast includes: the Italian singer Mahmood, Carla Bruni, Fran Summers, the ambassador brands Zhou Dongyu and Yoo Ah-in, Shay, Ikram Abdi Omar, Lea T, Boychild, Wu Tsang, Cecilia Chancellor, Sasha Pivovarova, Marina Morena and Ruben Loftus-Cheek.
 In the campaign, shot by photographers Mert Alas & Marcus Piggott, the protagonists dance to the rhythm of the notes of the song “What is love?” By Deee-Lite.

Creative Cast Team'What is Love? Burberry Festive Campaign (photo © by Mert Alas and Marcus Pigg                                   What is Love? Burberry Festive campaign

Carla Bruni
“I love the concept of the campaign – this large group of different people coming together. I had a great time with Riccardo and was thrilled to find myself again in front of the goal of Mert & Marcus. On the set, Riccardo gave me a sense of freedom and modernity – his talent is beyond imagination. One can perceive his profound knowledge of fashion and the simplicity with which he uses the past to reinvent the future. “Carla Bruni 'What is Love? Burberry Festive Campaign (photo © by Mert Alas and Marcus Pigg                                                                                                            Carla bruni . What is Love? Burberry Festive campaign

Mahmood
Taking the campaign was an unforgettable experience. Having not yet had the opportunity to find myself on a set of such dimensions, with so many people involved, this experience will always remain in my memory. Riccardo is a really fantastic person, concrete, genuine and authentic. I feel honored to have worked with a professional of this caliber. “

Fran Summers
“Participating in a Burberry campaign was a really special experience for me: from working for a British brand to sharing the set with my father – which is something you can only and simply dream about! Riccardo has been my biggest supporter in this business since the first moment I met him. I have the impression that he always manages to understand me and that, from a human point of view, he really cares about me very much. “

 “My favorite memory is surely the moment when, on Christmas day, the table is being prepared. I believe that Christmas is more than a tradition, it is a feeling – a feeling that comes from the depths when you find yourself surrounded by your family and by the their love. While it’s cold outside, you can pamper yourself on the sofa, surrounded by Christmas lights – all this together is so magical! “

  Ikram Abdi Omar
“The shooting was so magical – I had so much fun! The team was fantastic, I also have a deep respect for Riccardo’s ethics and dedication, always so professional but relaxed. Working for Burberry has always been my dream – it was an honor to take part in this campaign. “

Shay
“When I got the call to take this campaign, I was a little incredulous! This brand has a strong meaning for the English and England is a very important country for me. I lived there for many years so I couldn’t not feel honored to go back especially being part of this project – it was really an experience that enriched me.

Riccardo and Mert & Marcus were able to transmit their energy to us and I had the feeling that we were really attending a party! “

 Boychild Wu Tsang
“The set was exciting and overwhelming and we had the opportunity to meet many people we admire! Riccardo was very sweet and caring and his touch can be seen in everything he does – from clothes to the way people relate to each other. “

Yoo Ah-In
“Participating in a campaign that tells the various forms of love was a really interesting experience. Riccardo has a truly creative approach to fashion and it was an honor to work with him. “

 Marina Morena
“It was an honor to collaborate with Riccardo – I have always admired his work and, in general, what he does. He transmitted so much love on the set that we felt part of a family. “

 “My favorite memory is linked to a new year in Copacabana. Everyone dresses in white and looks at fireworks. I will never forget the feeling of energy and positivity that that moment gave me.”

 Leat
“It is really nice to see how important fashion companies start to consider our reality – I am happy to be recognized as a transsexual woman capable of doing her job. Riccardo is a man who looks me in the eye and respects my life. “

 Zhou Dongyu
“It was a lot of fun working with such talented people and Riccardo’s approach, so calm and relaxed, took a lot of pressure off the set. At the beginning I was very nervous, but this feeling disappeared during the day. “

  “My favorite memory is certainly the moment when, with my family and friends, everyone was sitting at the table joking together in a climate of total relaxation.”

 Ruben Loftus-Cheek
“I enjoyed the day on the set – and being able to take a couple of shots with Carla Bruni was an added value! It’s amazing to be able to work with people who are at the top of their industry. And you can feel the love that Riccardo puts into the things he does. “

 Mert & Marcus
“It was really a pleasure to collaborate on this project for Burberry. The work with Riccardo is based on exchange, on confrontation in creative discussions and this makes our work even more interesting and exciting. We have been friends for many years and this allows us to understand well our sensibility – And we had a lot of laughs! “.

 “The funniest memory related to Christmas is when, during the preparation of the dinner, the oven literally exploded, I burned my eyebrows and naturally no turkey. I was a little disappointed, but in the end it was a fun evening!”

 Isamaya Ffrench
“Every character Riccardo has chosen for this project has incredible energy. Carla Bruni, Lea T – they are incredibly interesting and strong people. Asking me to recreate the faun’s character made me love him even more – being able to be so creative in such an important campaign was an incredible experience. “

 “My favorite party memory is walking through the streets of an Austrian town under the stars and snow, along with my mother.”

 Carlos Nazario
“An experience not only exciting but above all fun! Truly a dream come true to work with Riccardo and Mert & Marcus, who have always been an inspiration, even before I started working for them. And the spirit on the set was creative, jovial and yes, very festive! “

 “I remember the parties organized on Christmas Eve, when as a child we went to my grandmother’s house. Evenings spent dancing with my extended family, playing with my brothers and cousins, filling me with delicious food, waiting with trepidation midnight to open presents! “


Anthony Turner
“That set was one of the funniest days I’ve had in the last few years. It’s not every day you work with Carla Bruni and Santa Claus himself! Collaborating with Riccardo is always so inspirational – he is a visionary and has a fantastic sense of humor. “

  “The memory I’m most fond of is the Christmas party organized every year by my aunt, during which her husband improvises DJs. They are both obsessed with Brit-pop and the evening is always pure fun.”

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