We’re currently in the throes of summer. Of tank tops, flip flops, colourful popsicles and music festivals all around—especially in Britain, now with the weather on their side. From Glastonbury and Leeds to BST Hyde Park and Isle of Wight, bands and artists have been congregating in a formidable lineup, all to perform live in front of throngs of festival goers. Celebrating the universal phenomenon is Burberry, with its latest campaign ‘Burberry Festival’. “Think of the campaign like a collage,” says chief creative officer, Daniel Lee. “Candid moments capturing off-duty fans and headline acts in between gigs.” Shot against a set of sound systems by photographer Drew Vickers, the campaign features a cast from the intertwining worlds of music and fashion, including Liam Gallagher and his children, Alexa Chung, Cara Delevingne and South Korean star Seungmin. In this case, art imitates life for the Stray Kids member, who is all too familiar with playing at a music festival with his members.
Below, he shares with Vogue Singapore his time shooting for the latest Burberry campaign and what he loves most about music festivals.
How would you describe the vibe of the shoot?
Everyone was so supportive and really seemed to enjoy and cheer on my energy, which brought me so much strength. I wanted to stay in London longer!
Describe your look for the campaign.
The classic, vibrant, youthful, and clean Burberry vibe? I feel a bit shy saying it myself…
What was the best moment of the day for you?
When I took the mic and filmed a performance scene with an Oasis song playing, I really got into it, and I was super happy because everyone seemed to enjoy it!
What’s the most memorable moment you’ve had while performing at a music festival?
It would be the moment on stage at last year’s festival. The memory of performing in front of countless fans with the sunset in the background still remains so clear to me. The sight of the audience’s hands glowing in the sunset really tugged at my heart! Accompanied by the band’s sound surrounding us, our music felt truly grand.
Is there a song that you feel hits differently when performed at a festival?
I love performing ‘S-Class’. It may be because the song holds a sense of pride, but even when the song isn’t in the language of the audience, they still sing along and relate with it, making it feel even more special!
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You’ve played some iconic festivals so far, including BST Hyde Park in London. What do you take away from those experiences?
It’s always so amazing and we are so grateful to see how much love people pour into our music and countless other things even from so far away. Even though we all speak different languages, it seems that our hearts have become similar as they are connected through music!
How important are festivals in connecting fans from different parts of the world?
Since it’s not an opportunity that comes easily, I think the big stage of a music festival is a really important and rare chance for artists to connect with fans.
