Mahmood on the left wearing a dark suit and holding a Burberry trench coat for the brand's 2019 holiday campaign shot by Mert Alas & Marcus Piggott.

LET’S STAY TOGETHER: Against a stark white background, Mert Alas and Marcus Piggott have shot an alternative holiday campaign for Burberry. Titled “What Is Love?” it is chief creative officer Riccardo Tisci’s first holiday ad effort, meant to telegraph union, hope and love.

“I wanted to celebrate the spirit of togetherness,” Tisci said. “That, for me, is the true spirit of the holiday season and what I really wanted to showcase with this campaign. Family is all about unity and love. Coming from a big family myself, this is deeply rooted in who I am. Ever since I moved away from home, wherever I am in the world and whomever I am with, this sense of family and togetherness has always grounded me.”

Burberry’s new holiday campaign, shot by Mert & Marcus.  Courtesy Photo

A long list of cast members — including Carla Bruni, Fran Summers, Cecilia Chancellor and Burberry brand ambassadors Zhou Dongyu and Yoo Ah-in — have been shot against the background, alone or in groups. An accompanying film shows them dancing to the 1990 Deee-Lite track “What Is Love?”

Burberry’s new holiday campaign, shot by Mert & Marcus

Burberry’s new holiday campaign, shot by Mert & Marcus.  Courtesy Photo

While the campaign doesn’t exactly scream Christmas, Hanukkah or even “Happy New Year!” there are a few indicators of the season in question: Flashes of Santa Claus next to Carla Bruni, shot in black-and-white; Zhou Dongyu balancing a giant silver bauble on her fingertip; and a dark green ivy wreath framing a red, quilted TB logo bag.

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