As Burberry gears up for Daniel Lee’s upcoming runway debut which will take place on February 20 during London Fashion Week, the brand has undergone a major transformation under the leadership of its new creative director. The brand made waves over the weekend by wiping its social media clean, a clear indication of the direction it is headed. The new identity, unveiled today, showcases a sleek new logo and a British-focused campaign, marking Lee’s first campaign since he was appointed as chief creative officer.
The campaign, photographed by Tyrone Lebon, which focuses on Burberry rainwear, showcases the best of British talent, including musicians, actors, models and athletes, such as John Glacier, Shygirl, Skepta, Vanessa Redgrave, Lennon Gallagher, Liberty Ross, Raheem Sterling, and Jun Ji Hyun, the South Korean actress who was named as Burberry’s brand ambassador since 2022. The campaign takes place against the backdrop of the iconic Trafalgar Square and Albert Bridge and has a relaxed, informal vibe that highlights the brand’s British heritage. Daniel Lee also updated the brand’s equestrian knight logo, a design first created in 1901, which was last updated in 1999, and was removed entirely in 2018 by Riccardo Tisci.
Along with the logo update, Lee swapped the bold typeface with a thinner, electric blue font that was inspired by lettering from Burberry‘s archives. The logo also features the Latin word “prorsum“, meaning “forward“. According to Burberry’s CEO Jonathan Akeroyd, the public will get a sneak peek of Lee’s vision for the brand in early 2023, leading up to his first collection at London Fashion Week.
Akeroyd has high hopes for Lee, describing him as a “rare talent” with a proven track record of creating top-sellers and a comprehensive vision. Akeroyd’s goal is to double the leather goods business and turn Burberry into 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.