Is there anything more British than Burberry? Since becoming chief creative officer of the heritage brand, Daniel Lee has looked to redefine British identity by looking at the past, present and future in shaping his design language. From putting the spotlight on London’s iconic monuments to teaming up with institutions like Norman’s Cafe and even enlisting the likes of today’s sonic pioneers like Shygirl and Skepta, Lee has put British icons at the forefront of his campaigns. For their Spring 2024 campaign, Lee is growing the Burberry family with stars like Damon Albarn, Rachel Weisz, King Krule, Jourdan Dunn and more.
Once again teaming up with photographer Tyron Lebon — the image-maker behind most of Burberry’s campaigns since Lee’s appointment — the campaign showcases the sophomore collection under Lee’s creative control. The collection was an eclectic amalgamation of British sartorial staples, which referenced streetwear, utilitarian wear, and Saville Row tailoring. Of course, at the core of the collection were motifs that are quickly becoming a signature of Lee’s Burberry, including equestrian-inspired hardware and prints of plants native to the UK.
While the past has informed much of Lee’s designs (the Bradford native reintroduced the heritage Equestrian Knight Logo with his first campaign), his Burberry is just as much defined by exploring what Britishness means today. Reflecting the realities of the UK’s multinational metropolises, the campaign shows a range of diversity of stars across race, gender, and creative fields. Along with Albarn and Weisz, who are certified icons of music and film, are Korean actress and model Jun Ji-hyun, footballer Son Heung-Min, boxer Ramla Ali, and ballet dancer Matthew Ball.