Need to Know
08 : 02 : 23

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.

Global - Although travellers are increasingly sustainability-minded and seeking more eco-conscious holidays, by continuing to travel by air they are causing harm to the planet that is becoming too extensive to fix.

According to a study published in the online-only peer-reviewed journal Nature Sustainability, climate pollution from aviation could nearly triple by 2050 as demand for air travel continues to grow.

It would cost around £834bn ($1 trillion, €934bn) to remove enough pollution from the atmosphere to meet global climate goals. This is a huge amount given that the global airline industry only netted £22bn ($26.4bn, €24.6bn) in profits in 2019 before Covid grounded travel (source: International Air Transport Association).

Environmentally friendly alternatives such as electric planes and hydrogen jets rely on new technology that is still prohibitively expensive and unproven at scale, which means they won’t take off in time to counteract the climate pollution being caused today.

The report notes that slowing demand for flying would cut the need for carbon removal and thus be the most efficient way to reduce CO2 pollution. Travellers who are serious about helping the planet will have to re-evaluate their priorities and make a concerted effort to seek alternatives.