What’s a giant Burberry bag doing on the Thames?

What's a giant Burberry bag doing on the Thames?

The Thames in London. The Palm Jumeirah waterfront in Dubai. These are the two (unpublished) stages chosen by Burberry to promote its Olympia bag. Promote in a very particular way, since what moves on the water is a giant bag, an ultra-sized version of the British brand’s accessory. All this is part of the promotional campaign launched on May 18, 2021, and which saw as protagonists FKA Twigs, Kendall Jenner and Shygirl. Burberry has not disclosed the dimensions and materials with which the maxi bag was made, as it replicates in all aspects the leather one made in Italy. The fact remains that, symbolically, it is a demonstration of how leather goods represent an unbeatable element of the fashion pop imaginary.

A giant Burberry bag

For three days, in late June, a giant Olympia Bag crossed the Thames, departing from Royal Victoria Docks. Until July 10, however, a second maxi bag will be stationed in front of the iconic Dubai Marina skyline. These oversized bags are destined to travel the world as part of the brand’s promotion.

The Olympia

Designed by the brand’s creative director, Riccardo Tisci, the Olympia leather bag is characterised by a crescent curve, and has a shape that represents an example of modern classicism. It is equipped with a shoulder strap. The leather, Burberry explains, is “of the highest quality, chosen for its beauty and unique characteristics”. Each bag is made in Italy, modelled and hand painted in an artisanal way.

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