Kendall Jenner and the Hadid sisters star in new Burberry campaign

Since Riccardo Tisci was appointed creative director of the brand, a new chapter has begun for Burberry where heritage, British culture, sportswear, contemporary street style and elegance intertwine. This new era is now celebrated in the SS20 advertising campaign of the fashion house.

I have been working for a few seasons to define a new identity and visual language for this house. This campaign feels like the beginning and I wanted to celebrate the men and women who represent Burberry – some who have been a long-standing part of my career and others who have started this Burberry journey with me. Together they capture the sophistication and attitude at the heart of the house today.

The designer says about his selection of a cast of muses, not just models, for the images shot by Inez & Vinoodh on a simple beige-nude background (Burberry's symbol colour). It's easy to recognize the faces of the Hadid sisters, Bella and Gigi, and of Kendall Jenner, who, enthusiastic about the project, confirmed how working with Tisci is an honour and also fun.

He has this raw passion, endless energy and creative references which are really infectious when you are on set. - admit Kendall - Watching what he is doing with Burberry is incredible and it is a joy and privilege to be a part of the journey.

They and the other protagonists of the campaign, including the top model Freja Beha Erichsen, are wearing the key pieces of Evolution, the SS20 collection presented at the Troubadour White City Theatre during last September's London Fashion Week. The looks inspired by Queen Victoria's era are mixed with a reinterpretation of Thomas Burberry's early creations, sartorial elegance with the more sporty items, feather dresses with silk shirts with monkeys prints, rugby shirts with must-have accessories such as TB Bag, Lola and Pocket Bag.

The trench coats catch the eye. Burberry's signature items are available in many different versions: from the classic plain model, which can be worn at the waist like a skirt or a pair of wings, to the one studded with crystals.