The year 2018 marked a significant moment in the history of Burberry's campaigns, a pivotal shift towards a more inclusive and culturally resonant narrative. The pre-fall 2018 campaign, shot in Accra, Ghana, wasn't just a stunning collection of images; it was a deeply personal journey for model Adwoa Aboah, a return to her roots and a powerful statement about representation within the fashion industry. This campaign, far from being a mere advertisement, became a story of connection, heritage, and the celebration of family and friendship.
Adwoa Aboah and Her Roots: The campaign’s location, Accra, Ghana, was no accident. It was a conscious decision to situate the collection within the vibrant context of Aboah's heritage. For Aboah, this wasn't simply a photoshoot; it was a homecoming, a chance to reconnect with her Ghanaian ancestry and share that experience with the world. The images, rich in colour and texture, reflected the energy and spirit of Accra, showcasing its bustling markets, its stunning architecture, and the warmth of its people. This authentic backdrop provided a stark contrast to the often sterile and artificial settings of traditional fashion campaigns, grounding the collection in a tangible sense of place and cultural significance. The campaign's success lay not just in the clothes, but in the emotive power of Aboah's presence, radiating a sense of belonging and genuine connection to her surroundings. It was a powerful visual representation of the growing movement for diversity and inclusion within the fashion industry, moving beyond tokenism to embrace authenticity and genuine representation.
Burberry Took a Trip to Ghana With Model Adwoa: The decision to film the campaign in Ghana was a bold move by Burberry, a recognition of the shifting landscape of the fashion world and a willingness to embrace a more global and diverse perspective. The campaign wasn't just about showcasing the clothes; it was about telling a story, a story that resonated with a broader audience than the traditional confines of high fashion. By choosing Ghana as the location, Burberry strategically positioned itself as a brand that valued cultural authenticity and understood the power of storytelling beyond the confines of a runway show. This was a significant departure from previous campaigns, demonstrating a commitment to broadening its reach and engaging with a more diverse customer base. The imagery transcended the typical glossy perfection of fashion photography; it captured the raw energy and beauty of Accra, creating a more relatable and engaging narrative.
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