Burberry Enters a New Chapter with Daniel Lee’s First Creative Expression

Exiting from Tisci’s globalized, street-chic vision, Lee’s Burberry is now all about homecoming.

A digital renaissance swept over Burberry’s social media accounts, signaling the arrival of Daniel Lee’s reign. The new Chief Creative Officer appears to be fixed on wiping its slate clean to reboot the iconic Fashion House. Resuscitating its emblematic knight of the past, he hints at a shift in the house’s vision. Updated with the word ‘Prorsum’—meaning forward in Latin—it is clear his sights are set on recontextualizing the house’s flair for tradition through a modern lens.

Courtesy of Burberry

Exiting from Tisci’s globalized, street-chic vision, Lee’s Burberry is now all about homecoming. It seems the brand aims to materialize the spirit of Britain’s youth today. Up close and personal, its latest campaign permeates the threshold of performative posing to convey a more authentic and intimate look at the culture lining its streets.

Captured through the lens of Tyrone Lebon, Burberry unveiled Lee’s first creative expression at the house’s helm in a brief yet captivating film and series of photographs. A red rose, pouring rain, and London’s instantly recognizable skyline; it was romantic and somber. Drizzling with promise, it harnesses Britain’s essence through a lavish array of unmistakably—well, British symbols.

Courtesy of Burberry

In its latest campaign, Burberry showcases a wide array of British talent, including John Glacier, Shygirl, Skepta, Raheem Sterling, Lennon Gallagher, Liberty Ross, and Vanessa Redgrave, alongside Korean actress Jun Ji-Hyun. That’s not all. A pair of fashionable swans also appeared in the campaign, twisting their necks trying to catch a glimpse of the shifting tides at Burberry.

Courtesy of Burberry

Just like the swans in its campaign, the fashion industry, too, is writhing with excitement to see what’s next in store for the sensational fashion house. Leaving a hinting trail of renewed British heritage and romantic motifs, speculations abound for what will be presented in two weeks at London Fashion Week.

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