Burberry puts the STORY back on the plate and reminds us that fashion should always tell a story. Besides selling and buying clothes, fashion & style should always be about a personal connection, a series of emotions, a story. Most of all: a story.
We grew up listening to stories. It’s how we got into our comfort zone and how our parents, grandparents, relatives and teachers would make us stop running around and started listening for the first time in 14 hours: by telling us a story.
A story makes everything stop. And takes us to another place, another world. We escape and we dare to dream, we imagine characters and out of this world lands and colors. In the first stories that we used to hear, everyone would have super-human powers, there were heroes and villains and they all had a background, they all started somewhere and went on a road, their life a direction and when they looked back, there was a story to tell.
“The Tale of Thomas Burberry” became a viral sensation very fast. And it was shared by youngsters and mature people in the same time. It talks about tradition. It tells the Burberry story and sells the products in the most cinematic way possible. With adrenaline, with love stories, with a rush, with a twist, with fantasy, with a dark undertone.
Even though it sells premium products to premium customers. And it’s almost certain that most of the people that watched and shared the video on Facebook, Twitter, Instagram, Tumblr and other social networks, they don’t have the money to buy a trench coat but they do relate to the story, to the emotion. It builds anticipation, it has tension, it is motivational because it’s the story of following your passion and daring to do more than what you’re expected from your family or your boss or your friends. It’s about being brave and waiting to see how life turns out. Or how this story turns out.
To the beautiful British traditional way of telling a story with the accent, the brownish colors and the brand values that are always highlighted in every way. Anyone can relate to a good story. Especially when it looks like this.
And Dear Burberry, you should to make this movie happen. I imagine there was a lot of money put behind it. But there was also a lot of happiness that came out of it. It was a beautiful feeling watching this.
Here’s some info on this amazing video journey and experience – a key trend nowadays when the customer always hopes to experience something with any brand that they interract.
The script was written by Matt Charman and directed by Asif Kapadia. Domhnall Gleeson stars as Burberry founder Thomas Burberry. Sienna Miller stars as Thomas’s fictional first love. Dominic West plays Sir Ernest Shackleton, the pioneering polar explorer who wore Burberry gabardine for three Antarctic expeditions. Lily James stars as pilot Betty Dawson, a fictionalised character inspired by the real life achievements of Betty Kirby-Green, who broke the world record in 1937 for a return flight from England to Cape Town in an aeroplane named ‘The Burberry’.
Real life moments re-enacted in the film include Thomas’s invention of the weatherproof fabric gabardine, dressing the military, and outfitting polar explorers and pilots.
Shot primarily at Shirburn Castle in Oxfordshire, the location served as the backdrop for the faithfully recreated First World War trenches, and Thomas’s workshop inspired by materials in the Burberry Archive. Replica gabardine tents, made at Burberry’s Castleford factory in Yorkshire, were created for the exploration scenes.
Here’s a making of video of this story:
Behind the Scenes: The Tale of Thomas Burberry
W A R D R O B E
• The cast is dressed in Burberry, in a mixture of custom-made products designed especially for the film, replicas of pieces from the Burberry Heritage Archive and designs from the brand’s current collection, including the Heritage Trench Coat
and The Bridle Bag.
• A large proportion of the costumes worn in the film have been custom made.
• The blue flying suit worn by Lily James is based on images from the Burberry Heritage Archive of pilot Betty Kirby-Green, who flew in ‘The Burberry’ aeroplane in 1937.