Burberry launched its festive campaign with a première of ‘From London with Love’, a film starring Romeo Beckham.

British luxury brand Burberry celebrated the launch of its first global festive campaign this week, with a screening of its ‘From London with Love’ film at the Burberry global flagship store, 121 Regent Street, in the heart of London.

Directed by Burberry Chief Creative and Chief Executive Officer Christopher Bailey, and starring Romeo Beckham in a specially created role at the heart of the story, the short film takes audiences on a magical gifting journey through the Burberry worlds of Britishness, heritage, music and weather.

Set against a theatrical London backdrop, the film comes to life with 50 dancers who give a performance inspired by the golden age of cinematic musicals. The story is of a boy delivering the gift of love to a young couple, played by new British models and dancers Hannah Dodds and Anders Hayward, who take him on a journey of romance and festive enchantment through the streets of London. The film celebrates gifting as a powerful way of connecting people.

Burberry campaign behind the scenes
Behind the scenes at the Burberry festive campaign shoot

The première was hosted by Christopher Bailey in the auditorium of Burberry’s global flagship 121 Regent Street, a space that Christopher designed for entertainment and interaction. The flagship is situated in a building that housed one of the first cinemas to entertain Londoners, and whose façade still celebrates the original cinema ticket stalls today.

Over 500 guests attended the event including cast members Romeo Beckham, Hannah Dodds, and Anders Hayward. Victoria and David Beckham, British musicians Benjamin Clementine, George Ezra, James Page, Gary Powell, Daydream Club, Sophie Ellis Bextor and Richard Jones; British Burberry models Charlotte Wiggins and Sam Rollinson; Amanda Berry, Daisy Lewis, Alice Naylor-Leyland.

British songwriter Ed Harcourt who wrote the score for the ‘From London with Love’ film, played at the event with a set which included his first live performance of ‘The Way that I Live’ the soundtrack to the campaign. Ed was joined on stage by string octet The Langley Sisters. His performance also included ‘The Saddest Orchestra’ and ‘Wandering Eye’.

‘The Way that I Live’ is available for pre-order on iTunes, ahead of its official release in December.

The première marks the unveiling of the Burberry Festive advertising campaign, which launched globally Wednesday this week, and which will run across outdoor advertising, cinema, and all of the brand’s 10 global social media platforms for the next 3 months.

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