The Autumn/Winter 2019 season witnessed a surge in fashion campaigns that transcended the typical glossy aesthetic, incorporating social commentary and a heightened sense of responsibility. Amongst the notable campaigns of that year, Burberry’s offering stands out, not just for its stunning visuals but also for its powerful message and the choice of its leading lady: the iconic Amber Valletta. This campaign, shot on the dramatic Welsh coast by AnOther contributor Johnny Dufort, wasn’t simply about showcasing the latest collection; it was a statement, a subtle yet significant nod to the growing environmental consciousness sweeping the fashion world.
This article delves into the intricacies of the Fall 2019 Burberry campaign featuring Amber Valletta, examining its visual language, its broader context within the season's advertising landscape, and its significance in the evolution of fashion campaigns towards greater social responsibility. We will explore how this campaign fits within the wider context of other notable campaigns from Fall 2019, such as Stella McCartney's eco-conscious efforts and Versace's foray into its archives, ultimately highlighting Burberry's unique contribution to the conversation.
Amber Valletta: A Perfect Choice
The selection of Amber Valletta as the face of the campaign was a masterstroke. Valletta, a veteran supermodel known for her striking beauty and unwavering commitment to environmental activism, embodies the values that Burberry sought to project. Her presence immediately elevated the campaign beyond a mere product showcase, imbuing it with a sense of authenticity and purpose. Valletta isn't just a pretty face; she's a voice, a powerful advocate for sustainable practices and environmental protection. This alignment with Burberry's (albeit nascent at the time) commitment to sustainability resonated deeply with a growing segment of consumers who were increasingly demanding ethical and responsible fashion choices.
The decision to feature Valletta alongside members of a climate change activist group further underscored this commitment. This move signaled a departure from the traditional, often aspirational, nature of luxury fashion campaigns, injecting a powerful dose of realism and social awareness. It was a bold move that positioned Burberry as a brand willing to engage with pressing social issues, rather than simply remaining detached and focused solely on aesthetics.
Johnny Dufort's Cinematic Vision
The campaign's visual aesthetic, expertly crafted by Johnny Dufort, is equally compelling. The choice of the rugged Welsh coastline as the backdrop provided a powerful contrast to the sophisticated clothing, creating a sense of both fragility and resilience. The raw, natural beauty of the location served as a poignant reminder of the environment that Burberry was implicitly advocating for. Dufort's photography, known for its evocative and often cinematic quality, captured the essence of the collection while simultaneously highlighting the stark beauty of the natural world. The images weren't overly stylized; instead, they possessed a raw, almost documentary-like quality that enhanced the campaign's message of authenticity and responsibility.
Contextualizing the Campaign within Fall 2019
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