Burberry has released a new multi-media campaign to highlight its recent commitments to supporting local and global charities.

The British heritage label is now working with London Youth, Norbrook Youth Club (Manchester), Woodhouse Park Lifestyle Centre (also in Manchester), Wide Rainbow Partnership, and the International Youth Foundation. It is also partnering with Manchester United player Marcus Rashford MBE to combat child hunger and poverty in the UK.

The campaign video – made in collaboration with directors MEGAFORCE and choreographed by (LA)HORDE – riffs off "Singin' in the Rain" and sees dancers Kevin Bago, Robinson Cassarino, Chantel Foo, and Zhané Samuels dodging ice blocks on Petticoat Lane in London while layered up in various pieces from the latest collection.

The idea of fighting against the elements is a nod to the founder Thomas Burberry, who originally began his label by developing weather-proof outerwear for polar explorers. Watch above.

The video is accompanied by a campaign starring Rashford, shot by Rafael Pavarotti, and with styling by Ibrahim Kamara. The soccer player-cum-activist, along with Burberry's troupe of dancers, are seen wearing the latest pieces including the iconic trench coats, along with diamond-quilted barn jackets, hooded puffer jackets made from recycled nylon, and an archive-inspired tote made from canvas and topstitched leather.

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