For the Burberry Fall 2019 campaign, Riccardo Tisci, the label’s Chief Creative Officer, highlights London’s unique and contrasting energy by presenting the collection through two distinct lenses: one embraces the traditional and refined, while the other celebrates a rebellious and carefree spirit—both of which appeal to Burberry’s large and evolving customer base.

“At the core of what we are doing at Burberry is a passion for the house to become an identity and a lifestyle—one that transcends barriers and is inclusive to all,” Tisci explained. “This campaign explores the many facets of British culture and how they coexist.”

Knight showcased the Burberry Fall 2019 campaign with a heavy dose of youthful energy that was equal parts raw and unpolished. The photographer said he and his team wanted to challenge the idea of models “looking perfect,” and chose to “show a more real and unmanipulated vision.” Knight also incorporated technology such as cameras, drones, iPhones, and computer monitors to make a statement about social media.

“It reflects the many different viewpoints that are available to everybody through social media,” he said. “It seems our whole lives are screen-based now, with images available on every surface around us—from our phones and laptops to digital billboards. The casting, as always, was very important as our overall aesthetic was very young, raw and natural—we wanted it to look like they could have shot the campaign themselves. With the culture of the selfie and how images proliferate through social media, young people provide their own outlets and platforms rather than looking to centralized media outlets.”