Burberry blurs the reality-fantasy boundaries

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What's your reaction to this mini-movie (2'30") from classy British fashion house Burberry? Titled 'Open Spaces', it aims to challenge convention and explore new perspectives. Does it succeed? The footage is certainly unexpected. Some viewers find it oddly nostalgic, some love the sensations of freedom it evokes, others hail the use of air to show clothing in three dimensions as refreshing. The use of weightlessness and a tale that twists in the wind propels a brand with a traditional image into fresh fields of presentation. Its founder, Thomas Burberry, might well have approved: his invention of gabardine and vigorous promotion of what began life as work-inspired apparel up through the ranks of the military and elites is a masterclass in marketing. There's also the view that this campaign is unintentionally amusing.Your thoughts?

Keywords: Burberry Open Spaces, luxury fashion ads, Riccardo Tisci, Megaforce