Bella Hadid Fronts Burberry’s First Ever Bag Campaign

Today, Riccardo Tisci has unveiled the first ever bag campaign for the house of Burberry, showcasing the brand’s newest signature handbag, the Pocket Bag. The new campaign – shot before COVID-19 social distancing measures were in place – highlights the new silhouette in a series of snaps featuring Bella Hadid and shot by Inez and Vinoodh.

The campaign was inspired by the Burberry Animal Kingdom and in the images, Hadid can be seen posing alongside various big cat figures. On choosing her for this campaign, Tisci said, “Animals have always been a creative obsession and signature of mine, and it was so amazing to see Bella bring this to life as the panther. She has this fierce power and raw femininity that perfectly embodies the animal spirit.”

Speaking of the shoot, Hadid – for whom this shoot marked the second time she has fronted a campaign for the brand – said in a release, “I absolutely loved shooting this campaign, letting my inner animal spirit run free. I felt we were really capturing that feline energy and power.” Inez and Vinoodh echoed the sentiments, remarking that “Bella translated the feline qualities beautifully” and that animalistic movements “are always inspiring as a starting point for a photograph [because] it gives a very unusual body language to the shot.” Global beauty director Isamaya Ffrench says Inez showing Bella “how to walk like a panther” was a “highlight” of the “fun” shoot.

The Pocket Bag was first introduced as part of Tisci’s A/W19 collection for the brand and its design was inspired by an archival Burberry handbag. The updated version of the bag has a front pocket and leather taping, and is finished with contrast topstitching and hand-painted edges. The structured tote, which features a reinforced top handle, as well as a detachable, adjustable shoulder strap, is available in various colourways (including canvas and leather in reference to the brand’s equestrian heritage) and three sizes (mini, medium and large). Prices start at $1,350.

The campaign comes just weeks ahead of the brand’s planned Spring 2021 show in London. Back in June, Tisci confirmed Burberry would hold a physical runway presentation but that there would be no public audience present.