UK – Ahead of Daniel Lee’s debut show at Burberry, the brand shared the first creative expression of this next chapter aimed at taking Burberry back to its British heritage, including a new logo, typeface, campaign and ambassadors.
After wiping its Instagram profile clean, Burberry offered a glimpse of the brand’s new direction under new chief creative officer Daniel Lee. The campaign doesn’t reveal new products, but it does signal a creative overhaul that offers an ode to modern Britain, bringing back the brand’s iconic mounted knight symbol and the motto Prorsum (latin for Forward). Shot by Tyrone Lebon, the campaign features a host of diverse faces such as rapper Shygirl and footballer Raheem Sterling, posed against a backdrop of London landmarks.
The campaign suggests that Daniel Lee’s Burberry will be more about Burberry than it will be about Lee himself, a strategic move as fashion brands increasingly distance themselves from the era of superstar creative directors, who have traditionally reinforced a cycle of re-inventing brand identity. Keeping Lee’s influence and personal style muted will leave room for Burberry’s roots and iconic codes to shine.
Look out for our upcoming insight report in which LS:N Global will explore the changing beat of the musical chairs of creative directors in the fashion sector – and the emerging alternative creative leadership models.
The constant rebrandings in fashion can feel like déjà vu – or even gimmicky. Burberry is demonstrating a new approach defined by understated simplicity and a refocus on heritage, propped up by a more inclusive outlook