Burberry introduces the Pocket Bag Campaign starring Bella Hadid

Animal magnetism. Bella Hadid is a vision of beauty and feminine power for The Pocket Bag, inspired by the Burberry animal kingdom – established by our founder Thomas Burberry and reinterpreted by Riccardo Tisci.

‘For me, a lot of my creative concepts come from discovering old house codes and then creating new ones. I have always loved going into the archives and that is where I found the inspiration for this. For Burberry’s first ever bag campaign, I knew that I needed to give the Pocket Bag a powerful modern energy and so together with Katy, Inez and Vinoodh we developed an exciting campaign inspired by Burberry’s Animal Kingdom. Animals have always been a creative obsession and signature of mine, and it was so amazing to see Bella Hadid bring this to life as the panther. She has this fierce power and raw femininity that perfectly embodies the animal spirit’. Riccardo Tisci, Chief Creative Officer

The Pocket Bag is a new signature for the house designed by Riccardo. The structured tote takes inspiration from an archival Burberry bag. The original silhouette is reinterpreted by adding a front pocket and leather taping. Crafted in Italy, the bag is finished with contrast topstitching and hand-painted edges. The combination of leather and canvas references the brand’s equestrian heritage.

The campaign is inspired by the Burberry Animal Kingdom, a house code first established by founder Thomas Burberry, who chose to present his company with an emblem of a knight on a horse – and for his family crest,  a unicorn. Since joining the house, Riccardo has built upon this history by developing and evolving new animal prints and motifs each season.

In her second campaign for Burberry, Bella is captured in a series of images and videos by Inez and Vinoodh.

Bella embodies the animal f igures featured in the campaign through her raw power and feline femininity,  reinforcing both Thomas Burberry and Riccardo’s recognition of the power and symbolism of animals. Alongside Inez and Vinoodh, Riccardo worked with a team of iconic creative talent to capture the spirit of the campaign, including stylist Katy England, Burberry Global Beauty Director Isamaya Ffrench and hair stylist Christiaan Houtenbos.

The Pocket Bag comes in a variety of sizes and colourways, from canvas to embossed leather, and is available to purchase in selected Burberry stores globally and online.

Credits: © Courtesy of Burberry / Inez and Vinoodh