Shygirl, Skepta and Some Swans Beckon in Daniel Lee’s Burberry

What looks like aeons in the past, following months of hypothesis over a shakeup, Burberry introduced that Riccardo Tisci was exiting the British label. That very same day in late September final yr, Bradford-born designer Daniel Lee (inventive director of Bottega Veneta from 2018-2021, earlier than his exit) was introduced as his alternative. Intel on what the way forward for the label will appear like underneath his path has remained comparatively quiet, till at the moment after wiping their Instagram clear, Burberry introduces their first marketing campaign underneath the inventive path of Daniel Lee.

Capturing musicians Shygirl, Skepta, John Glacier and Lennon Gallagher; actors Jun Ji-hyun and Vanessa Redgrave; and sportsman Raheem Sterling (in addition to some significantly startled-looking foxes and swans) round London’s Trafalgar Sq. and Albert Bridge, the marketing campaign is a global-scoping glimpse into the stylish way forward for Burberry. Buying industry-favourite photographer Tyrone Lebon – a frequent collaborator throughout Lee’s days at Bottega Veneta having labored on the Italian label’s smooth, sun-drenched campaigns – the marketing campaign marks a departure in its city grit and predictably gray London setting, but it surely’s evident that Daniel Lee’s beloved blueprint of workmanship and a singular magnificence persists on this new period for Burberry.

Notable is also a brand new evolution of the Burberry emblem, which plucks from an archival iteration of the model’s visible id. The label’s cherished Equestrian Knight Design was eliminated altogether underneath the path of Tisci, who additionally launched a sans-serif, Peter Saville-designed emblem 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 luxurious label’s stark, distinctly minimal branding.

“Along with the group, we are going to write the thrilling subsequent chapter for this legendary British luxurious model, persevering with its historic heritage,” Lee mentioned in an announcement after buying his function at Burberry. “I’m very excited to be returning to London, a metropolis that champions pioneering creativity and that continues to encourage me.” Presenting throughout London Trend Week, we must wait till February 20 to see what Lee’s first assortment for Burberry will appear like, but when this marketing campaign is something to go by, it’ll be expertly refined, and steeped in Britishness.