While London’s gloomy sky may be romantic, it doesn’t quite fit the bill for Burberry’s summer 2024 campaign.

This year, The English fashion house took a flight to Jamaica in search of an “exploration of lightness and sensuality.” Through a series of portraits captured on the Caribbean island by Tyrone Lebon with creative direction by Daniel Lee, they aimed to convey a feeling of outdoor summer living. Despite this exotic locale, Burberry maintains its strong British identity, a nod to the multicultural landscape of modern Britain.

Simultaneously, the brand is honing in on both its traditional heritage items and contemporary offerings. Burberry’s iconic symbols, such as the knight clip, shield, and ‘b’ buckles, are prominently featured alongside motifs of English garden flowers and summer fruits. 

Trench coats, synonymous with the brand, undergo a summertime transformation, with lightweight gabardine exuding an effortless elegance whether cinched at the hip or worn oversized. New bag designs, like the Horn and Swan, debut alongside the returning favorites Snip, Knight, and Shield.

Explaining the choice of Jamaica as the campaign backdrop, Burberry’s creative chief Daniel Lee emphasized the celebration of diverse cultural influences that define Britishness today. The campaign cast, representing a wide array of backgrounds, further underscores this commitment to inclusivity.