In contrast to the festive campaigns under Christopher Bailey, which were as warm-and-fuzzy as they come thanks to a line-up of British favourites including Julie Walters, Riccardo Tisci’s holiday outlook is less saccharine, more eccentric.
Shot by British artist Juno Calypso, Close Your Eyes and Think of Christmascelebrates seasonal traditions and rituals, but depicted at their most extreme. The unpredictable British weather is shown as a snow scene on a television in a café frequented by M.I.A and Smith, before the viewer is taken full throttle into a train carriage – complete with seats upholstered in the new Peter Saville-imagined house logo print – where Scott Thomas plays the Burberry-clad commuter on a delayed train. A family feast, where Campbell and Morris-Campbell model looks from the upcoming Vivienne Westwood collaboration, concludes the sequence of scenes with a subverted glimpse into Tisci's universe through Calypso's fantastical lens.
"I had a lovely time on set," Smith commented. "I got to hang out with Kristin Scott Thomas who is just a total dream. It was a pleasure also to meet M.I.A and to be back on set for Burberry. Everything was very stylish, very inventive. It felt a bit like a strange, fashionable Christmas last supper."
"I’m actually quite entertained by the fact that I am in a Christmas campaign," M.I.A chimed in. "I never really thought that M.I.A was Christmassy. But I do like red and green – those are my favourite colours!" Scott Thomas added: "It is an experience I will remember for a long time – it’s not every day you shoot a Christmas scene in a heatwave!"
Morris-Campbell, meanwhile, shed light on the mother-daughter experience: "It’s been nearly four years since Naomi and I last worked on a shoot together, so this was a really special moment for me." Of course, the feeling was mutual. "Working with [my mother] brought back so many memories of the holidays and traditions I had growing up – so that felt extremely special," Campbell concurred.