Mario Testino

The British label Burberry under the direction of Christopher Bailey is one-upping everybody else with its fall/winter 2012 campaign. Sure, there are the stunning photographs of Gabriella Wilde and Roo Panes by Mario Testino, London landmarks, fog, rain and all. And yes, there are the videos too-a series of small films that call to mind the brooding cinematography of The English Patient. But what sets these videos apart from the rest of the pack is that they are, to use the digital age's favorite marketing term, shoppable.