With lockdowns and movement restrictions happening the world over in light of the ongoing COVID-19 pandemic, coordinating a fashion shoot hasn't been the easiest thing to do. Fashion brands have taken to some pretty resourceful ways to ensure that advertising campaigns get shot and social media accounts are filled with timely content.
Balmain's creative director Olivier Rousteing, shot the brand's resort 2021 collection himself. Jacquemus enlisted the help of photographer Pierre-Ange Carlotti to shoot models and personalities through FaceTime. And fast fashion brand Zara asked models to take photos of themselves in their own homes for a campaign.
Burberry, on the other hand, has taken it up a few notches while still adhering to social distancing measures. Not only has the fashion house enlisted model Kendall Jenner to photograph herself in its latest TB Summer Monogram collection, Jenner has been completely digitalised for the campaign's video.
Thanks to CGI technology, Burberry stretched its creativity and brought to life a summery digital realm. A virtual Jenner is depicted in the realm's sterile poolside environment, lounging and taking on four distinct personalities, while wearing pieces from both the men's and women's range of the Burberry TB Summer Monogram collection. In one shot, virtual Jenner holds on to a surfboard dressed head-to-toe in the newly enlarged and darker TB Monogram fit. And in the opening shot, she's seated right at the pool's edge in a bolder variation of the TB Monogram's cotton hoodie ensemble.
In the end, the four virtual Jenner personalities converge—a representation of the many different experiences that summer typically brings. It may be a different kind of summer in 2020 for all of us, but one can't be faulted for dreaming a little; even if it's done virtually and beyond the confines of reality.
The Burberry TB Summer Monogram collection is now available in Burberry's The Shoppes at Marina Bay Sands and ION Orchard boutiques, as well as online.