Daniel Lee for #Burberry: A Debut of Maximalism.
- Millie Bailey
- Feb 23, 2023
- 2 min read
Updated: Jun 17, 2023
Burberry revealed its new logo under the creative expression of Yorkshire born and raised designer Daniel Lee. Staring the English Rose and a return of The Equestrian Knight initially designed in 1901, Lee has achieved modern luxury with a touch of nostalgia. Burberry amplify a growth strategy of refocusing on Britishness and strengthen its connection with British design, craft and culture.
Evolution holds great importance for the survival of this iconic brand to enable them to connect with a new generation, aided through new Brand Ambassadors to represent Burberry on a global scale aiming to celebrate British talent with a cast of Skepta, Shygirl, Raheem Stirling and Arlana Weekes. Burberry have a purpose to use heritage as inspiration as they create their future and draw upon references to Thomas Burberry’s manifesto of pushing boundaries.
Images By Burberry
Following “A New Creative Expression” campaign came London Fashion Week 2023 for Lee’s debut outing for the house. The runway was faintly lit by subdued spotlights, cushioned by tartan picnic blankets, located in a tent in Kennington Park in South-London. The check motif was designed and styled with nods to Westwood-ian punk creativity and diversity alongside knits, feathers and faux furs to celebrate what’s great about Britain. In addition to turning Burberry’s signature plaid on its side gives the brand a rediscovered personality and youthful sense of identity. The new direction of rich hues, playful duck prints and English rose decorated dresses enhances bold contrasting grounds for peculiarity and eccentricity to underscore the collection.
Images By Burberry
With an anglophile attitude Lee formed the base colour palette of English mustard yellow, Wimbledon purple, forest green, deep reds and injections of royal blue for the debut collection. There wasn’t a beige trench coat in sight, but the utility still lives on through accents of pockets, zips and belts on the next-level outwear. A new vision for accessories artfully piled on the models such as the messenger bags, tartan-inspired blankets, scarves and hot water bottles to reflect the changeable Great British climate, creating a maximalist make-believe with functionality.
Images By Burberry
The culturally relevant messaging behind this collection manifests a shift in the right direction with authenticity and standing apart. Change is inevitable, and if this is where Burberry is heading in Daniel Lee’s hands, the future looks bright indeed.
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