When it comes to contemporary fashion there are a few things that you can always expect when a new creative director joins a brand; a clean sweep of its official Instagram account and the introduction of a new logo. As of today Daniel Lee has checked off both boxes as Burberry’s Instagram account has been archived, replacing every post with Lee’s first campaign as creative director. Which, of course, includes a new logo inspired by the archives.
Gone is the ill-fated Thomas Burberry monogram introduced by Lee’s predecessor Riccardo Tisci in place of the familiar Equestrian Knight Design (EKD). The archive logo was first introduced in 1901 as the winning entry of a public competition to create the brand’s logo. Rendered in ultramarine blue, it also appears Lee is leaving his signature shade of green at Bottega Veneta. Keeping the archive in mind, it’s accompanied by the Burberry moniker refreshed in a sleek heritage-inspired font.
Still, it appears the newly appointed creative director is interested in the future just as much as he’s plucking from the past if his casting is any indication. Dubbed Lee’s first creative expression for the brand, the campaign shot by Tyrone Lebon, features UK talent from an array of disciplines including, musicians Shygirl and Skepta along with models Liberty Ross and Lennon Gallagher, actor Jun Ji-Hyun and Vanessa Redgrave, and footballer Raheem Sterling.
Daniel Lee will be making is runway debut as Burberry's creative director with a show on 20 February as part of London Fashion Week.