BRITAIN'S GOT TALENT
Female Singapore|September 2023
BRITISH DESIGN WUNDERKIND DANIEL LEE'S APPOINTMENT AS THE MAN TO BRING BURBERRY FORWARD AS A LUXURY FASHION AND ACCESSORIES HOUSE HAS BEEN CALLED A MUCH-AWAITED HOMECOMING. DURING A RECENT PRESENTATION OF HIS DEBUT COLLECTION IN HONG KONG, IMRAN JALAL DISCOVERS HOW HIS MODE OF WORKING AND CELEBRATING THE BRAND'S HERITAGE IS REFRESHINGLY PRIMED FOR THE TIMES.
BRITAIN'S GOT TALENT

Everything that Daniel Lee did in the lead-up to the reveal of his debut collection as Burberry’s chief creative officer hinted that the 37-year-old would take the heritage luxury house back to its distinctively British roots.

He resurrected the label’s archival Equestrian Knight Device – or EKD – motif that dates back to 1901, but was retired in 2018 by his predecessor Riccardo Tisci. He also took the brand’s logo out of blanding mode – the term used to describe the paring down of corporate logos with sans serif typefaces that’s been all the rage in recent years. In its place: serif (yes, serif!) typography with rounded edges and an off-beat, old-world charm.

Then, two weeks before the big show this February, he rolled out a campaign starring new-gen British personalities ranging from Georgia May Jagger and Liberty Ross to the rappers Shygirl and Kano dressed in what many would consider the most classic of Burberry: its trench coat. (Lee has an affinity for the garment – he hails from Bradford, Yorkshire, which is close to the town of Castleford, where Burberry handcrafts the iconic waterproof outerwear. He’s disclosed in interviews that he’s even had relatives work for the factories that supply the label.)

この記事は Female Singapore の September 2023 版に掲載されています。

7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。

この記事は Female Singapore の September 2023 版に掲載されています。

7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。

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