Daniel Lee’s Rebrand for Burberry is an Homage to Modern Britain

Daniel Lee’s Rebrand for Burberry is an Homage to Modern Britain

News by Marge SerranoMarge Serrano
Published: February 07, 2023

British luxury fashion house Burberry is strutting into a new era.  

After wiping off content from its social media accounts last weekend, the brand has unveiled its new campaign and the first ever under its new chief creative officer Daniel Lee officially replacing Riccardo Tisci, who helped push Burberry under a modern light. 

With six months of leading the label under his belt, Lee will continue implementing new strategies to propel Burberry onto fresh grounds that challenge its traditional roots. 

Burberry published a couple of headshots that welcome their fans into the campaign on their Instagram page. Its headlines renew its connection with modern Britain, which was shot between London landmarks Trafalgar Square and the Albert Bridge and features a broad-ranging cast of British talents.  

Rappers Shygirl, John Glacier and Skepta star alongside footballer Raheem Sterling, actress Vanessa Redgrave, and model Lennon Gallagher (son of Oasis’ frontman Liam Gallagher) in the campaign shot by Tyrone Lebon. Korean actress Jun Ji-Hyun and model Liberty Ross were also seen on the editorial shoot.⁠ 

The individuals, selected for their relatability, drive and achievements, were photographed and filmed by another British talent, Tyrone Lebon. It’s a more traditional media strategy than the one Lee implemented at Bottega Veneta, which famously deleted all of its social content andthen deactivated its account in favor of a “digital journal.” 

Lee told Vogue Runway in December, “Burberry flies the flag for Britishness and the UK and culture. So, we have to use our platforms because we are responsible for communicating those things. I don’t know if this is the right way to say this, but more than surprising people, I really would like them to see the new vision and feel reassured — like, ‘Oh, yeah, this makes sense: This is what Burberry should be.’” 

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