Today, Burberry is launching its first-ever bag campaign. Centered around the house’s new signature — Pocket Bag — designed by Riccardo Tisci, the campaign is inspired by the Burberry Animal Kingdom and builds upon the house’s history by developing and evolving new animal prints and motifs.

In her second campaign for Burberry, the model and fashion icon Bella Hadid is captured in a series of images and videos by Inez and Vinoodh. She embodies the animal figures featured in the campaign through her raw power and feline femininity, reinforcing both Thomas Burberry and Riccardo’s recognition of the power and symbolism of animals.

“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,” the model explains. “I absolutely loved shooting this campaign, letting my inner animal spirit run free! 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.”

The Pocket Bag is a structured tote that takes inspiration from an archival Burberry bag. The original silhouette was reinterpreted by Tisci, who added a front pocket and leather taping to the design. Finished with contrast topstitching and hand-printed edges, the bag pays homage to the brand’s equestrian heritage by combining leather and canvas for an eclectic-yet-luxurious mix.

“I have always loved going into the archives and that is where I found the inspiration for this Pocket Bag,” Tisci remembers. “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.”

The new bag comes is now available to purchase in selected Burberry stores globally and online. Check out the Pocket Bag campaign imagery below: