Daniel Lee has made his creative direction for Burberry abundantly clear after his first campaign was revealed today: an ode to everything British.
The Bradford-born designer wiped the brand’s social media accounts clean over the weekend, leaving fashion fanatics wondering if, and what, was going to be announced. As expected, the outcome proved to signify his vision for Burberry as its newest Chief Creative Officer, and the change is major.
MORE: Alessandro Michele and Gucci are parting ways: Here's everything you need to know
Skepta for Burberry's latest campaign
Lee’s campaign is celebrating British heritage. Some of the UK’s biggest names in popular culture including Skepta, John Glacier, Lennon Gallagher and Raheem Sterling are faces of the project.
The campaign footage is taken on the streets of London, with the city's biggest landmarks forming quintessential backdrops – some images were also ironically captured in the pouring rain. What better way to: epitomise the meaning of British, and prove the weatherproof power of Burberry’s classic trench coat?
Campaign images feature the old-but-new logo
MORE: Naomi Campbell, Bella Hadid and Ella Richards: the biggest stars on the Burberry runway
The most significant revamp of his creative direction is the brand’s logo. Riccardo Tisci collaborated with Peter Saville in 2018 - near the beginning of his appointment in the role - and gave the brand a pared back, modern yet minimalist makeover in an attempt to revive stagnant sales and give the brand more universal appeal.
But Daniel Lee has made it clear that channelling the British heritage of the brand is significant. He’s reverted back to a version of the original Equestrian knight that had been its logo in some form since 1901. He eschewed Tisci’s addition of ‘London, England’ and has brought back ‘Established 1856’ instead. The font has been slimmed down and the emblem is illustrated in both blue and white – a probable nod to the British flag.
Lee told British Vogue in December last year “As a kid growing up, Burberry is a brand that everybody in the country knows. It’s really a symbol of the British.”
It's an ode to Britishness
But his vision for the brand to revert to its traditional roots has a much deeper meaning than just his birthplace. He explained: “I’m from Bradford, Yorkshire, very close to Castleford, where the trench coats are manufactured, and to Keighley, where the gabardine is made, so it’s very close to my homeland. And some of my mum’s family worked in various factories that were supplying for Burberry. My mum actually has the trench coat that her aunt had gotten as a retirement gift. It’s kind of sweet.”
He took over as CCO last year when Riccardo Tisci stepped down at the end of September 2022 after four and a half years. Lee was at Bottega Veneta for three years before making the move back to England.
His debut fashion week show is taking place at LFW on Monday February 20.
Like this story? Sign up to our Hello! Fashion newsletter to get your weekly 'Fashion Fix' delivered straight to your inbox.