Riccardo Tisci unveils his first Burberry Festive Campaign 'What is Love?'

For his first festive campaign as creative director of Burberry, Riccardo Tisci celebrates inclusiveness, union, hope and love by asking a cast of international talents, selected among the friends and people who have always supported the designer, to take part in the What is Love? campaign. On the notes of the eponymous hit by Deee-Lite, Mert Alas & Marcus Piggott shot Mahmood, Carla Bruni, Sasha Pivovarova, Fran Summers, Zhou Dongyu and Yoo Ah-in, Shay, Ikram Abdi Omar, Lea T, Boychild, Wu Tsang, Cecilia Chancellor, Marina Morena and Ruben Loftus-Cheek, while dancing and wearing the iconic trench coats, puffy jackets with underwater prints, classic tuxedos, mini dresses with sequin embroidery and all the brand's latest creations designed for the Christmas parties.

All the protagonists were thrilled to join the project. Mahmood, for example, said:

The shoot was an unforgettable experience. I’ve not yet had the opportunity to be on a set of this size and with so many people involved, it was a unique opportunity that I will always remember. Riccardo is a truly fantastic person, he is concrete, genuine, authentic. I am honoured to have been able to work with a professional of his calibre.

Carla Bruni, former supermodel and former Première dame de France, confirms:

I love the concept of the campaign – this big group of different people coming together. I had a fabulous time with Riccardo and was thrilled to find myself behind the lens of Mert & Marcus again. On set, Riccardo gave me this feeling of freedom and modernity – his talent is beyond words. You can see that he has this profound and precious knowledge of fashion, and has this simplistic way of using the past to invent the future.

The duo of photographers Mert & Marcus goes further and reveals their favourite memory of the holiday season:

My favourite Christmas memory is when we were preparing a Christmas dinner and the oven literally blew up! I burnt my lashes and of course we had no turkey. Disappointing, but it was a funny night!