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Burberry’s Bloomin’ Campaign

LONDON — Burberry’s spring ad campaign, breaking this week, is crammed with flowers and fresh faces.<BR><BR>A host of young-and-glam types — many of them Rolling Stones progeny — pops up in the ads, which were designed by...

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LONDON — Burberry’s spring ad campaign, breaking this week, is crammed with flowers and fresh faces.

A host of young-and-glam types — many of them Rolling Stones progeny — pops up in the ads, which were designed by Fabien Baron and shot by Mario Testino in a lush, English-style private garden in Pasadena, Calif.

The campaign is Testino’s 13th for the British brand.

Dora Richards, Leah Wood, James Jagger, Sam Branson (son of Richard Branson) and Alex Dellal (son of the commercial property tycoon Guy Dellal) join Burberry ad veterans Kate Moss and Stella Tennant. The miniature pup that starred as Reese Witherspoon’s pet in the “Legally Blonde” films also features in the ads — posed on Tennant’s lap.

“We were thinking of the English garden, but in a modern, Cecil Beaton sort of way,” Pat Doherty, senior vice president of marketing worldwide, said in an interview. “We used a formal garden — but gave it a young feel,” said Doherty. She called the models “iconic” figures.

The black-and-white photos are edged with hand-painted pictures of ripe roses in shades of pink, orange, yellow and red. The ads, which mirror the garden theme of the spring collection, break in the February issues of such magazines as British, French and American Vogue, W (WWD’s sister publication, which, like Vogue, is owned by Advance Publications), Harper’s Bazaar and Vanity Fair.

Although Doherty declined to talk numbers, she did confirm that Burberry’s ad budget is up this season, and the number of insertions has increased.

This story first appeared in the January 14, 2004 issue of WWD.  Subscribe Today.

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