Director Kim Gehrig captures the spirit of British festival culture in global Burberry campaign

Australian expat director Kim Gehrig is behind the latest global campaign for Burberry, titled Burberry Festival — a nostalgic yet contemporary tribute to the 1990s British cultural movement known as Cool Britannia.

Shot by Gehrig, represented by Revolver in Australia, against a backdrop of sound systems, stages and inevitable festival mud, the campaign captures candid moments and behind-the-scenes energy from a stacked lineup of British icons and rising stars. Among the talent featured are Liam Gallagher, Goldie, Seungmin, Loyle Carner, Cara Delevingne, Alexa Chung, and the next generation of Gallaghers: Lennon, Molly Moorish-Gallagher and Gene.

The film – paired with stills by photographer Drew Vickers – is described by Burberry Chief Creative Officer Daniel Lee as “a collage of candid moments,” paying homage to the UK’s rich festival history and the role Burberry has played in shaping its style. The campaign highlights the enduring influence of Burberry on music and youth culture, positioning it once again as the essential uniform for festival-goers.

A highlight of the campaign includes Liam Gallagher wearing his own archival Burberry parka from Christopher Bailey’s 2018 Spring/Summer collection — a piece set to be reissued in a limited run globally from July.

Set to the soundtrack of Liquid’s rave-era classic Sweet Harmony, the campaign marks another major global brand collaboration for Gehrig, who has built an impressive career directing acclaimed work for brands like Apple, Nike, and Libresse.

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