Burberry's Evolving Spring/Summer 2011 Ad Campaign

Burberry Spring 2011 campaign

Photo: Burberry/Testino

In the trenches: Burberry hit England's Brighton beach for its Spring 2011 campaign.

Leave it to Burberry to think outside the box.

Rather than dazzle us with just one seasonal ad, the British label has kick-started a campaign for Spring/Summer 2011 that will include monthly image releases.

“We wanted to create a dynamic, evolving campaign that reflects the diversity of our broad global consumer, revealing new British cast members each month, all with their own identity, embodying the different attitudes of the Burberry guy and girl," chief creative officer/boy wonder Christopher Bailey said in a press announcement.

"We shot the campaign on Brighton beach to celebrate the great British outdoors and our history of supporting emerging talent and to bring to life the emotion behind protection from the elements."

For the inaugural images, famed fashion photographer Mario Testino—a Burberry regular—snapped British models Jacob Young and Cara Delevingne in a selection of the season's covetable leather jackets and trenches.

Speaking of innovation, the fashion house has also announced that, as with its Spring 2011 womenswear show, it will live stream the January 15 Fall/Winter 2011-12 menswear show on Burberry.com, allowing customers to instantly snap up their favorite items from the runway.

Whatever will they think of next?

Burberry Spring 2011 campaign

Photo: Burberry/Testino

Burberry is down with olive for Spring 2011.