Social media chatter swirled this weekend when Burberry became the latest luxury brand to wipe its Instagram account clean.
And today, the label’s new creative director Daniel Lee hinted at the direction in which he plans to take the brand as he unveiled his first creative campaign.
The former Bottega Veneta creative director (who famously deleted the Italian house’s social media presence entirely back in January 2021) took over from Italian designer Riccardo Tisci back in October, and will reveal his debut collection for Burberry at London Fashion Week exactly a fortnight from today.
While the campaign features already-existing product not designed by Lee, its cast of home grown talent sends a clear message that Bradford-born Lee plans to return the focus at Burberry to Britishness.
Lennon Gallagher and Raheem Sterling join Liberty Ross, Shygirl, Skepta and Vanessa Redgrave and others in a campaign shot by Tyrone Lebon in Trafalgar Square and on Albert Bridge.
Burberry’s iconic equestrian knight logo makes a return after Riccardo Tisci had ditched it back when he took the helm in 2018. The original design was the winning entry of a public competition to design a new logo back in 1901.
The Burberry typeface, which Tisci had bolded up in sans serif along with pretty much every other major fashion brand at the time, has also returned to something softer and more elegant.
For those that found Tisci’s streetwear-inflected Burberry at odds with the heritage of the brand, Daniel Lee’s aesthetic is so far, so promising…
