Burberry stars past and present gathered in London's Regent Street store on Tuesday (3 November) for the premiere of the British heritage brand's new festive campaign . Burberry CEO Christopher Bailey recruited an impressive roster of stars for the Christmas campaign, which was inspired by the much-loved opening sequence in the Billy Elliot movie, which turns 15 this year.
"Billy Elliot is a film that was very important for me as I was growing up and my nieces and nephews growing up, and for many of us around the world, I love the story of somebody despite everything they succeed because they follow their passion because it's inside of them and along with that we wanted to make sure we were doing some good for the world as we created this film," Bailey said.
The line-up features Sir Elton John, James Corden, Julie Walters, Romeo Beckham, Naomi Campbell, Rosie Huntington-Whiteley and her brother Toby, Michelle Dockery, James Bay and George Ezra.
The fashion label will donate £500,000 ($771,000) between two charities, Place2Be and the County Durham Community Foundation, that have projects focusing on reducing barriers to education, training and employment in the local area. He said along with that, he loved the story of the film and wanted to "make sure we were doing some good for the world as we created this film" by donating to the charitable causes.
Campbell gushed at the launch event that being part of the shoot was what made her feel "British". She said: ''I said today in an interview today that I think Burberry has made me feel that I am British, so sometimes I have felt like in London people have forgotten that I am from here, and being part of the Burberry family has made me feel so honoured and proud and grateful."
The aim of the campaign was to launch Burberry's festive gifts in store and online and can be watched on all of the fashion brand's social media platforms and selected cinemas until the end of 2015.