The Spring 2024 Burberry collection marks a pivotal moment for the brand and its creative director, Daniel Lee. Known for his golden touch with accessories, Lee showcased a collection at Highbury Fields that embodies the future of Burberry – grounded in British classicism, infused with a sense of modernity, and brimming with silver and gold accessories.
Underneath a tent pitched at Highbury Fields, Daniel Lee hosted his second Burberry show with an atmosphere that felt like a relaxed family gathering, a world away from the snobberies and rigid dividing lines of big brand fashion shows. It was a display of cheerful traditional Yorkshire hospitality, an ode to Lee’s upbringing in the North of England. The event was attended by a diverse group of guests, including actors, athletes, artists, footballers, rappers, and musicians, all engaging in friendly conversation and creating an atmosphere that was leveling, uplifting, and jovial.
While the atmosphere was inviting, the real focus was on the collection itself. Lee, since arriving at Burberry, has been working tirelessly to set a clear and relevant point of view for the fashion house. This was evident in the Spring 2024 collection, which showcased clarity and crispness with lean, knee-length, low-belted silhouettes, asymmetric lapels, minimal epaulettes, and a salute to London’s Savile Row with double-breasted two-piece tonic suits. The collection embraced a post-maximalist feeling for chic and easy clothes, a contrast to the enveloping wintry blanket coats of the previous season.
Daniel Lee’s approach to Burberry branding is impressively smart and understated. In a market oversaturated with logos, Lee has cleverly integrated Burberry signifiers in more subtle ways. He deconstructed the Burberry Prorsum knight on horseback logo and incorporated images of metal carabiner clips and heavy-duty silver chains into scarf-prints on dresses, men’s shirts, and coats. This abstracted shield-shape has become a brand cipher on bag straps, sunglasses, loafer buckles, and more, signaling a new era for Burberry.
The Spring 2024 collection is more than just a seasonal show; it represents Daniel Lee’s vision for the future of Burberry. Lee is focused on building hero products into Burberry’s offer, items meant to generate significant revenue in the long term. He aims to redefine everything about the brand, from its designs to its shop floor and e-commerce presence. Although Burberry is known for its trenchcoats and beautiful scarves, Lee recognizes the need to build ownership in other product categories.
© Photos: Burberry
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