Pocket Bag campaign Bella Hadid
Photo: Burberry

Drawing inspiration from an archival Burberry bag, the Pocket Bag is the latest signature that the London house is introducing to its fold. Structured and updated with a front pocket and leather taping, this bag’s contrast top stitching and hand-painted edges references the brand’s equestrian roots.

Related article: A Virtual Kendall Jenner Stars In Burberry’s New TB Monogram Campaign

Says chief creative officer Riccardo Tisci in an official statement: “For me, a lot of my creative concepts come from discovering old house codes and then creating new ones. I have always loved going into the archives and that is where I found the inspiration for this Pocket Bag.”

When Burberry was founded by Thomas Burberry, he established the Burberry Animal Kingdom house code, and chose a knight on a horse as the emblem and a unicorn for his family crest. As a nod to its founder, Tisci references the Animal Kingdom for the brand new Pocket Bag campaign.

Related article: What The Future of Shopping Looks Like at Burberry’s New Store in Shenzhen, China

Pocket Bag campaign Bella Hadid
Photo: Burberry

“For Burberry’s first ever bag campaign, I knew that I needed to give the Pocket Bag a powerful modern energy and so together with Katy, Inez and Vinoodh we developed an exciting campaign inspired by Burberry’s Animal Kingdom,” says Tisci. “Animals have always been a creative obsession and signature of mine, and it was so amazing to see Bella Hadid bring this to life as the panther. She has this fierce power and raw femininity that perfectly embodies the animal spirit.”

Related article: 11 Sculptural Bags That Take Form And Function To New Heights

“I absolutely loved shooting this campaign, letting my inner animal spirit run free!” says Bella Hadid. “We had so much fun on set, the mood was really sultry and playful, I felt we were really capturing that feline energy and power. This is my second campaign for Burberry and it is always such an exciting experience working with Riccardo – he has such amazing creative ideas and ways of interpreting a collection.”

Pick your favourite Pocket Bag from the gallery