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Just two weeks before designer Daniel Lee is set to present his first runway collection for the British fashion house Burberry, the new chief creative officer has released his first creative campaign for the brand, revealing a new aesthetic and a different logo.
Photographed and directed by Tyrone Lebon, the campaign features English stars, including actress Dame Vanessa Redgrave, rapper Shygirl, British-Nigerian MC, rapper and record producer Skepta, soccer player Raheem Sterling, model Liberty Ross, and model/musician Lennon Gallagher, the son of Oasis front man Liam Gallagher.
South Korean actress and model Jun Ji-Hyun also stars in the campaign alongside musical artist John Glacier, who composed an original score for the brand’s short film.
Lebon artistically captured his subjects around landmark London locations, from the home of Nelson’s Column and the National Gallery, Trafalgar Square, to Albert Bridge, named after Queen Victoria’s husband and Prince Consort, Prince Albert.
The Burberry rainwear the models wore in the photographs was not designed by Lee, but was preexisting product in the brand’s assortment.
What is new is the updated logo, which is “archive inspired” from the house’s Equestrian Knight Design. According to the brand, the original motif was “the winning entry of a public competition to design a new logo, circa 1901.” It features the Latin word “Prorsum,” which translates to “Forwards.” Both the word and the logo were last used by Burberry’s former chief creative officer Christopher Bailey — who left the fashion house in 2018 after a 17-year tenure at the helm.
Lee also also transformed and revamped the blunt, boxy typeface designed by Peter Saville under the previous chief creative officer Riccardo Tisci’s reign. Now, the Burberry lettering has been replace with slimmer, more delicate capital letters, inspired by a previous design from the early 20th century, but with a modernized twist.
Lee stepped into the role as Burberry’s new chief creative officer in October, after Tisci announced his exit from Burberry on Sept. 28, after holding the title for almost five years.
Previously, Lee was the creative director of Italian luxury house Bottega Veneta from 2018 to 2021, before Matthieu Blazy took the reins.
Lee will debut his first runway presentation for Burberry during London Fashion Week on Feb. 20.
