Burberry's first campaign dedicated to a handbag starring Bella Hadid

It was the animal kingdom that main inspiration behind Burberry's latest campaign starring Bella Hadid – the brand's first campaign dedicated exclusively to a bag that Riccardo Tisci wants to make the new emblem of his Maison, the Pocket Bag.

The campaign, shot and filmed by Inez and Vinoodh, is inspired by the Burberry Animal Kingdom, the brand's house code, first created by founder Thomas Burberry, who chose to present his company with the emblem of a knight on horseback and, for his family crest, a unicorn. A legacy that is similar to that of Tisci himself, who has always drawn inspiration from the animal world, and who since joining Burberry has designed different prints and animal motifs every season. 

The bag, which is part of the brand's FW19 collection, is inspired by an archival Burberry model that Tisci has updated with a large front pocket and reconstructing it combining leather and canvas – a tribute to the brand's equestrian heritage. Made in Italy, the bag is finished with contrasting stitching and hand-painted edges and features a reinforced upper handle and an adjustable and removable shoulder strap. Tisci explained the story surrounding the bag with these words: 

Many of my creative concepts start with the discovery of old house codes reworked in new versions. I've always loved going into the archives and that's where I found the inspiration for the Pocket Bag. For Burberry's first ever handbag campaign, I knew I had to give the Pocket Bag a powerful modern energy and so, together with Katy, Inez and Vinoodh, we developed an exciting campaign inspired by the animal kingdom of Burberry. 

Burberry's new Pocket Bag designed by Riccardo Tisci is available online on the brand's official website and at Burberry boutiques.