Daniel Lee’s vision for Burberry is an ode to Britishness

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Burberry set tongues wagging over the weekend when it became the latest luxury brand to wipe clean its social media accounts. Today, the British house is revealing a new identity, which includes a modernised logo and a campaign steeped in Britishness — the first under new chief creative officer Daniel Lee.

The campaign, which will be rolled out across all its marketing touchpoints including social media and e-commerce, stars a cast of British talent including musicians John Glacier, Shygirl and Skepta, actor Vanessa Redgrave, models Lennon Gallagher and Liberty Ross, and footballer Raheem Sterling. It also stars Jun Ji-hyun, the South Korean actress Burberry named as a brand ambassador in 2022. The individuals, selected for their relatability, drive and achievements, were photographed and filmed by another British talent, Tyrone Lebon, in front of London landmarks including Trafalgar Square and Albert Bridge. It’s a more traditional media strategy than the one Lee implemented at Bottega Veneta, which famously deleted all of its social content, then deactivated its account in favour of a “digital journal”.

Those hoping to catch a glimpse of Lee’s designs will have to wait, however. The new campaign features existing product from the brand. Lee curated the edit and was involved in conceptualising the campaign, but his own designs for the house will not be revealed until his debut runway collection at London Fashion Week on 20 February.

Daniel Lee’s first creative expression for Burberry.

Photo: Courtesy of Burberry