Burberry’s latest campaign, shot for its autumn and winter 2012 collection, launched on June 1.

The images are as artistic and evocative as ever. Burberry’s campaigns now drum up predictable levels of excitement among its fans and this will be maintained throughout the season as short films are released.

This campaign was shot both with the British weather and Olympics in mind – the location was the Old Royal Naval College in Greenwich, also the site of the equestrian Olympics events. The fashion retailer said it wanted to communicate a bigger celebration of London, ‘Britishness’ and British weather than it has in previous campaigns, and spared no expense, using rain and fog machines to give the images a cinematic feel.

As before, the campaign champions rising British actors and musicians. British actress Gabriella Wilde and as yet unsigned musician Roo Panes model the clothes.

It’s difficult to fault Burberry’s advertising – this latest campaign is just different enough from the last to avoid accusations of complacency. The images are more evocative of London scenes than past campaigns, a tactic which seems suitable when it is such an important summer for the city.

The campaign is the first to feature a click-to-buy option – wherever the ads appear online, customers can click on a product and be taken straight to its page on the website. The retailer’s slick marketing operation shows no sign of slacking.