Burberry is more than a fashion brand. It’s woven into the fabric of British identity, so much so that its iconic check virtually functions as an alternative Union Jack.
A New Chapter in British Fashion
Burberry, an emblem of British heritage and fashion innovation, embarks on a captivating journey under the visionary direction of Daniel Lee. With the SS2024 collection, Burberry not only pays homage to its storied past but also strides boldly into the future, introducing a refreshing signature hue: London Knight Blue. This evolution signals a new era for Burberry, blending tradition with contemporary flair, and firmly positions Daniel Lee at the helm of redefining luxury fashion with a distinctly British touch.
@Burberry
A Tribute to Britishness
Since its inception, Burberry has been synonymous with British culture, its iconic check pattern serving as an unofficial emblem of the nation’s identity. Daniel Lee, a Yorkshire native, appreciates the brand’s unique position within the luxury fashion world, emphasizing its deep-rooted Britishness. His approach is to celebrate Burberry’s heritage while steering the brand towards new horizons, starting with the audacious introduction of London Knight Blue as Burberry’s new signature hue.
Transforming Harrods with a Burberry Blue
In a grand showcase of innovation and heritage, Burberry transformed the iconic Harrods London with its new signature color, creating immersive experiences and unveiling a capsule collection exclusive to Harrods. The Brompton Road façade was adorned with vast tent canopies in a seasonal Burberry check, coming alive in knight blue after dusk, symbolizing Burberry’s enduring spirit of exploration and adventure.
@Harrods
Inside, the Burberry Camping Corner and other unique installations offered visitors a chance to immerse themselves in the world of Burberry, blending outdoor adventure with luxury fashion. Exclusive products, collaborative orienteering maps, and bespoke British pastries from a Burberry food truck highlighted the brand’s commitment to British heritage and functional luxury.
“We focused on the outdoors, on the idea of things being useful and the wardrobe being functional. I wanted the collection to be extremely clear, joyful and relatable… for it to be understood by everyone” – DANIEL LEE, BURBERRY CHIEF CREATIVE OFFICER
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The SS2024 Collection: Evolution and Eccentricity
For the SS2024 collection, Daniel Lee introduced elements of Savile Row craftsmanship, reinterpreting classic British patterns like Prince of Wales and houndstooth checks. These motifs were boldly transformed, creating dynamic ripples across a range of garments, from trench coats to silk dresses, embodying Lee’s vision of redefining iconic elements with a modern twist.
The collection emphasized functionality and pragmatism, with innovative designs that made high fashion relatable and joyful. The Burberry trench, a cornerstone of the brand, was reimagined in black leather with a faux-fur stole and a distinctive moto silhouette, showcasing Lee’s commitment to evolving Burberry’s legacy.
Moreover, the collection was imbued with quintessential English eccentricity, from knight-blue strawberries adorning Jacquard knits to whimsical high-heeled rubber clogs. These elements underscored Burberry’s ability to blend tradition with playful innovation.
Under Daniel Lee’s creative direction, Burberry embarks on a journey that respects its heritage while boldly embracing the future. The introduction of London Knight Blue and the innovative SS2024 collection symbolize a rejuvenated Burberry that holds its place in the heart of British culture while pushing the boundaries of luxury fashion.
