Captured by Tyrone Lebon in drizzling London, a new campaign enlists an array of global talent and revives the brand’s heritage values
What seems like aeons ago, following months of speculation over a shakeup, Burberry announced that Riccardo Tisci was exiting the British label. That same day in late September last year, Bradford-born designer Daniel Lee (creative director of Bottega Veneta from 2018-2021, before his exit) was announced as his replacement. Intel on what the future of the label will look like under his direction has remained relatively quiet, until today after wiping their Instagram clean, Burberry introduces their first campaign under the creative direction of Daniel Lee.
Capturing musicians Shygirl, Skepta, John Glacier and Lennon Gallagher; actors Jun Ji-hyun and Vanessa Redgrave; and sportsman Raheem Sterling (as well as some considerably startled-looking foxes and swans) around London’s Trafalgar Square and Albert Bridge, the campaign is a global-scoping glimpse into the chic future of Burberry. Acquiring industry-favourite photographer Tyrone Lebon – a frequent collaborator during Lee’s days at Bottega Veneta having worked on the Italian label’s sleek, sun-drenched campaigns – the campaign marks a departure in its urban grit and predictably grey London setting, but it’s evident that Daniel Lee’s beloved blueprint of craftsmanship and a unique elegance persists in this new era for Burberry.
Notable also is a new evolution of the Burberry logo, which plucks from an archival iteration of the brand’s visual identity. The label’s cherished Equestrian Knight Design was removed altogether under the direction of Tisci, who also introduced a sans-serif, Peter Saville-designed logo in capital letters. It’s a revival that marks a return to the boldly British roots of Burberry and its over 150-year-old heritage, and a refreshing departure from many luxury label’s stark, distinctly minimal branding.
“Together with the team, we will write the exciting next chapter for this legendary British luxury brand, continuing its historic heritage,” Lee said in a statement after acquiring his role at Burberry. “I am very excited to be returning to London, a city that champions pioneering creativity and that continues to inspire me.” Presenting during London Fashion Week, we will have to wait until February 20 to see what Lee’s first collection for Burberry will look like, but if this campaign is anything to go by, it’ll be expertly refined, and steeped in Britishness.