A new era begins for Burberry. Two weeks ahead of new creative director Daniel Lee’s first show, the British heritage house unveiled a new brand identity and offered a first glimpse of Lee’s creative leadership.
The campaign is the “launch of Daniel Lee’s first creative expression,” Burberry said Monday. While the attire chosen for the campaign — trench coats and a bikini featuring the iconic Burberry check — are early indications of the potential direction of Lee, it’s the logo in particular that takes a new, albeit familiar, direction.
The new logo draws on the archive of the traditional brand founded by Thomas Burberry in 1856 and brings the Burberry Knight back to life. The revised branding is based on a design from 1901 and adorns the campaign images created by British photographer Tyrone Lebon in both white and blue. Like the original, the Latin word “Prorsum” is part of the logo, while also reminiscent of the Burberry Prorsum line launched and discontinued by former creative director Christopher Bailey.
Burberry sparked speculation online over the weekend when all posts disappeared from the brand’s official Instagram account. What followed was a series of images and videos staging a cast of British musicians, models and celebrities including Lennon Gallagher, Liberty Ross, Shygirl, Skepta and footballer Raheem Sterling at various London landmarks including Trafalgar Square and Albert Bridge. Actress Jun Ji-hyun, who has been a Burberry brand ambassador since September 2022, is also part of the campaign.
Last September, Riccardo Tisci left the British fashion house after five years, making way for Daniel Lee. The former Bottega Ventea creative director for Burberry will launch its first collection on February 20 during London Fashion Week.
