As Burberry prepares for Daniel Lee’s upcoming runway debut which will take place on February 20 during London Fashion Week, the brand has undergone a significant transformation under its new creative director. Last weekend, Burberry made headlines by wiping its social media clean, signaling a new direction for the brand. This new identity, which was unveiled today, features a modernized logo and a British-centric campaign, marking Lee’s first campaign as chief creative officer.
The campaign, which focuses on Burberry rainwear, showcases British talent, musicians, actors, models and athletes, including musicians John Glacier, Shygirl and Skepta, actress Vanessa Redgrave, models Lennon Gallagher and Liberty Ross, and footballer Raheem Sterling, as well as Jun Ji-hyun, the South Korean actress who Burberry has appointed as a brand ambassador since 2022. Set against the backdrop of the iconic Trafalgar Square and the Albert Bridge, the campaign has a spontaneous and informal vibe that emphasizes the brand’s British heritage. Lee also updated the House’s logo, featuring Burberry’s famous equestrian knight motif, which was first created in 1901 and was last updated in 1999, before being completely removed in 2018 by Riccardo Tisci.
In addition to the design update, Lee replaced the large typeface with a thinner, electric blue font inspired by lettering from Burberry’s archives. The logo also features the Latin word “prorsum” which means “forward.” According to Burberry CEO Jonathan Akeroyd, the public will get a taste of Lee’s vision for the brand in early 2023, ahead of his first collection at London Fashion Week.
Akeroyd has high hopes for Lee, referring to him as a “rare talent” with a track record of creating bestsellers and a strong 360 vision. The CEO’s goal is to double the leather goods business and position Burberry as a 5 billion pound luxury brand. To achieve this, Akeroyd wants the brand to be “desirable and relatable,” with a renewed focus on femininity and underdeveloped categories such as footwear.
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