Finding joy at the moment can be a slightly more arduous task than usual. After the year we've all had, it's certainly clear that it's to be found in the little things. A shared meal, connecting with loved ones, TikTok even, now, Burberry is adding to those small wins with the sweetest campaign of all to launch the brands Spring Summer 2021 children's wear collection.
With nods to the house’s deep connection with the outdoors, exploration and discovery is emphasised through the eyes of kids, and the fascination that comes with the discovery of the beauty of the natural world when you're young.
Among the collection, Signature - yet tiny - Burberry trench coats and transparent coats with playful detailing sit atop plaid collared dresses. Archival Vintage check makes an appearance on poplin collars and boys bomber jackets alongside baby gift sets printed with English roses and the Burberry logo, complete with a tiny beanie and neck scarf. Accessories include a versatile bum bag in Vintage check ECONYL, and the signature Burberry teddy knitted in check Merino wool with a bow tie and hand-embroidered details.
ECONYL, the increasingly popular eco-friendly fabric being used in the fashion industry, is a regenerated nylon product introduced in 2011. Made entirely from ocean and landfill waste such as industrial plastic, fabric scraps from clothing manufacturing companies, old carpets and lost or abandoned fishing nets, ECONYL has been used widely by luxury brands in the past years, including in Jonathan Anderson's Moncler Genius 1 collection and frequently in Stella McCartney's collections.
The imagery depicts a myriad of children of all ages, in a studio setting. The floor is clad with imagery of things from the natural world, and children sit cross-legged on the ground, flicking through picture books, cutting shapes and holding florals. One video clip released documents the same actions in motion, while the other - released in tandem with the campaign - sees the subjects getting their hair cut in an adorable, 30-second long film.