Daniel Lee’s debut at Burberry was nothing short of electrifying. As soon as the first model stepped onto the runway, it was clear that Lee had answered the call of the wild, infusing the iconic British brand with a touch of untamed creativity. From faux fur to a vibrant array of colors and prints, Lee’s vision for Burberry was on full display.
In the months leading up to the show, Lee had been dropping hints about the direction he was taking Burberry in. The trench campaign he released two weeks prior was a tribute to London and the creative minds who call it home, as well as the protective qualities that have long been associated with the Burberry trench. Last week, Lee sent guests the lyrics to a song titled “I’ll Keep You Warm” by London rapper John Glacier, further fueling anticipation for the show.
When the night finally arrived, guests were treated to a warm and cozy atmosphere, complete with hot toddies and hot chocolate, and seats covered in thick blankets. The front row gift was a hot water bottle wrapped in the iconic Burberry check fabric.
As the show got underway, it became apparent that Lee had taken Burberry to new heights of vibrancy and color. The brand’s nearly 170-year history had never seen so many bold and imaginative hues, with wild combinations of purple and green, orange and pink, and burgundy and white in the form of checks, diamonds, and roses. Lee explained that he drew inspiration from Burberry’s old fabric books from English mills that have been around for 100 years. He even added a bright yellow duck print to the mix, citing his love for all things British.
Lee’s designs were miles away from the traditional leather classics that Burberry had been known for. From deep purple hobo styles to boxy leather bags with fur trim or raccoon-style tails, Lee’s designs were unapologetically unique. The footwear offerings were equally adventurous, with rugged outdoorsy boots and delicate styles covered in fur.
As Burberry’s CEO, Jonathan Akeroyd, put it, Lee is a rare talent with a gift for creating bestsellers. Akeroyd has ambitious plans to double the company’s overall leather goods business, including footwear, with the goal of reaching 5 billion pounds in sales in the long term. Lee, who has a passion for bag design, is eager to develop a narrative for the category, as Burberry has not had a significant history in that area.
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