beijing: private view

© burberry - a sultry kate moss by mario testino

luxury brands increasingly initiate or align themselves with prestigious cultural showcases to boost the brand profile and make a mark, and that's pretty essential in huge emerging markets such as china where affluent crowds still need to be taught a thing or two about life in the fast lane and its prerequisite set of glittering status symbols. a few days ago photographer mario testino's exhibition opened at beijing's today art museum, on of the city's prominent cultural venues. now we love the man's dynamic, full-on glam style, but there's always that mischievous edge that elevates his imagery above campaign photos of most luxury brands. all those qualities are very much present in the burberry ad campaigns that he's been shooting for more than a decade.

the showcase in the chinese capital features an immersive burberry room that highlights the partnership between the brand's creative director christopher bailey and testino, featuring the brand's many ad campaigns over the last 15 years, including the recently launched a/w 2012 campaign with actress gabriella wilde and musician roo panes. unsurprisingly, the opening bash pulled a crowd of over 500 guests, and both mario testino and christopher bailey flew in to rub shoulders with excited members of beijing's upper crust [on through jun 27]. location: 32 baiziwan lu, building 4 [cbd].

© burberry - campaign shots, mario testino with vogue china editor-in-chief angelica cheung and christopher bailey