Kendall Jenner and the Hadid sisters star in new Burberry campaign - Shot by Inez & Vinoodh

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.