LONDON — Burberry has gone for another all-star cast of Brits — including Kate Moss — for its fall ads, marking the firm’s 150th anniversary.

The campaign was shot in black and white by Mario Testino and features Brits of every age, from Stella Tennant and her toddler daughter Jasmine Lasnet to Lady Jacquetta Eliot, the Sixties style icon. Also in the ads are Bryan Ferry, Penelope Tree and the boys from the indie rock band Kasabian.

The campaign features celebrity offspring Otis, Isaac and Tara Ferry; Max Irons, son of Jeremy Irons; Edie Campbell, daughter of Sophie Hicks; Fenton Bailey, son of David Bailey, and Louis Eliot, son of Lady Jacquetta.

Moss returns after a season’s absence. Last fall, Burberry temporarily parted ways with the model after pictures of her allegedly snorting cocaine hit the British papers. Christopher Bailey, Burberry’s creative director, insisted the model has always been part of the Burberry family. “Like Stella, she’s a part of our vocabulary, and when it feels right, she’ll be in the campaigns.”

Bailey deliberately went for a mix of ages for the ads because, he said, “I really wanted to celebrate the cross-generational feel and the cool, British spirit of the brand.”

He also wanted the campaign to ooze relaxed elegance; the images look more like captured moments than posed shots. “In the photos, you’ll see they’re all just hanging, out having a laugh,” he said.

Testino shot the group on a rooftop overlooking Piccadilly Circus. “Everything is very relaxed, but there’s a refinement — and a charm — about it,” Bailey added.

The ads break in the August issues of Vogue’s British, American and chief international editions, and in British Vanity Fair and W magazine.

This story first appeared in the June 26, 2006 issue of WWD. Subscribe Today.

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