Burberry’s new era under the leadership of Chief Creative Officer Daniel Lee was showcased at London Fashion Week on Monday as he paid homage to the British heritage of the brand.
Set in the dark ambiance of Kennington Park in London, Lee showcased his vision for the iconic fashion house with a colourful display of oversized coats, hot water bottles, and faux fur.
Inspired by the brand’s long-standing connection to exploration and the outdoors, the 37-year-old designer from Bradford, England, presented an Autumn Winter 2023 collection that was soft, oversized, and full of rich colours.
The mackintosh-style trench coat was given a fresh look in muted khaki with green faux fur lapels, while English rose-patterned tailoring was paired with chunky rubber boots and cozy shearling shoes.
The runway show also included feather-embellished outfits in autumnal hues, tartan-inspired kilts, and a reinvented version of the Equestrian Knight design, emblazoned on blankets and dresses in blue and white.
Outfits were accessorized with hot water bottles, fuzzy-trimmed bags, and large scarves.
Notably absent were the big-name models, but Lee’s designs were brought to life by actors Iris Law, daughter of Jude Law, and Lennon Gallagher, son of Liam Gallagher.
This was part of CEO Jonathan Akeroyd’s plan to move the 167-year-old brand towards a more upscale market and attract younger consumers.
The recent unveiling of Burberry’s new logo, which features a sleek, elongated typeface and emphasizes the brand’s British heritage, sets the stage for Lee’s vision.
The “Burberry Classics” preview campaign, the first under Lee’s creative direction, brought back the redesign of the Equestrian Knight motif and featured British celebrities such as soccer star Raheem Sterling, rapper Skepta, and actress Vanessa Redgrave.
Lee, who previously made waves at Bottega Veneta with his pillowy leather clutch handbags and slip-on heels, took over from Ricardo Tisci last year and is now set to bring a fresh and modern take to the timeless brand.
With the latest collection and new branding, Burberry is poised to appeal to a wider, younger audience while still honouring its rich heritage. From the oversized coats and soft silhouettes to the reimagined Equestrian Knight design, Lee has created a collection that speaks to the brand’s history while also looking to the future.
The use of hot water bottles as accessories, a nod to the British love of a warm drink on a chilly day, is just one example of how Lee incorporates elements of the brand’s heritage into his designs. By balancing tradition and innovation, Burberry is set to continue its reign as one of the top luxury fashion brands in the world.
Overall, Lee’s debut runway show was a successful start to his tenure at Burberry and has generated excitement for what’s coming from the brand. With a focus on the brand’s British heritage and a fresh and modern approach to design, Burberry is poised for a new era of success.
