Daniel Lee’s debut collection for Burberry was nothing less than a sensation. As soon as the first model hit the runway, it was evident that Lee had successfully infused the renowned British brand with his creative vision. From faux fur to a spectrum of colors and patterns, Lee’s unique touch was prominently showcased.
In the lead up to the event, Lee had been giving hints about his plans for Burberry. He released a trench campaign that honored London and its creative residents, as well as the protective nature associated with the Burberry trench. He even sent guests a song called “I’ll Keep You Warm” by London rapper John Glacier to build excitement for the show.
Guests were welcomed to a warm and inviting atmosphere, complete with hot beverages and seats covered in cozy blankets. The front row was gifted with hot water bottles wrapped in Burberry’s iconic check pattern.
As the show progressed, it was clear that Lee had taken Burberry to new heights of boldness and creativity. The brand’s nearly 170-year history had never seen such imaginative color combinations, with bright hues of purple and green, orange and pink, and burgundy and white featured in checks, diamonds, and roses. Lee drew inspiration from Burberry’s old fabric books from English mills that date back 100 years and even added a cheerful yellow duck print, a nod to his love for all things British.
Lee’s designs were a departure from Burberry’s traditional leather pieces. From deep purple hobo bags to fur-trimmed leather boxes with raccoon-style tails, Lee’s designs were unapologetically unique. The footwear offerings were just as bold, including rugged boots and delicate fur-covered styles.
As CEO Jonathan Akeroyd noted, Lee is a talented designer with a knack for creating bestsellers. Akeroyd aims to double Burberry’s leather goods business, including footwear, with a goal of reaching 5 billion pounds in sales in the long term. Lee, who has a passion for bag design, is eager to establish a narrative in this category for Burberry, which has a limited history in the area.