Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

Burberry Embraces New Media With its Breathtaking Fall Campaign

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Remember back in February when Burberry seized the reins of new media and technology by becoming the first fashion house in history to livestream its show in 3D online?

Well, creative director Christopher Bailey has done it again—made fashion history, that is. Today, Burberry released the first images and media for its fall-winter 2010 campaign—a fully interactive experience wherein users are able to click, drag, and control their views and perspectives on the ad, collection, products, and models (gorgeous, above). This is the first time that this sort of interactive technology has been used in a global luxury fashion campaign.

"This campaign protects our authentic and timeless heritage and evolves the modern way in which we communicate that," Bailey said in a release.

"The Burberry campaigns have always been characterized by the dynamic British cast and I wanted to express the individuality and the energy behind each of their different creative expressions. Burberry was founded on innovation and outerwear and I want anyone who sees the campaign not just to see images, but to feel a part of what we have created; connecting people through technology, music, the collections, the attitude, and the emotion captured."

Among the all-star cooler-than-cool British cast are Rose Huntington Whiteley, who's rumored to be taking over Megan Fox's role in the Transformers franchise; singer, songwriter, and guitarist Seb Brice, of Avius; producer Caspar Smyth; up-and-coming actor Douglas Booth; Golden Silvers frontman Gwilym Gold; Rory Cottam, vocalist of The Cheek; and musician Samuel Fry.

The interactive campaign can be viewed at from today.
· Burberry [Official Site]