A NEW VISION

Daniel Lee's Burberry is at once a profound reflection of the past and a projection into the future. In a photo shoot capturing the essence of the new Burberry, Lee is joined by English supermodel Karen Elson and Thai actor Bright Vachirawit.

- KAITLYN LAI and ALYANNA RAISSAJ PAYOS

"It feels like the strongest brands are doing what they do and aren't taking too much notice of others in terms of colour, fabrication or silhouette."

Daniel Lee

Born and raised in Bradford, England, Daniel Lee's arrival at Burberry was a true homecoming. In reigniting the British heritage brand, the chief creative officer pays homage to the world he grew up in. "I'm inspired by our diverse style and culture, from ceremonial and royal dress to the strict codes of youth subcultures in nightclubs, football and galleries," explains Lee. "For me, it's important that Burberry is relatable and progressive, and that everyone can understand it."

His autumn/winter 2024 collection captures the sentiment best, narrating the characters of Burberry's past and present, and proposing an idea of Britishness more inspired than ever before.

Where do you draw inspiration for your collections? What specific themes or motifs do you find particularly compelling?

The collections are built around an idea of modern Britishness. London is one of the most diverse cities in the world—the wit and sense of humour unify everyone. We’ve used motifs that are familiar, and feel joyful and optimistic, which is important. So is functionality, which is a huge part of Burberry’s heritage. The trench is protective and made for performance in all weather conditions. We draw on other Burberry icons, too, like the Equestrian Knight Design—a house logo dating back to around 1901—throughout the collection and branding, which is now in the colour Knight Blue. And Burberry Check, of course, is part of the house’s heritage, but it’s also adaptable to the modern wearer; we’ve brightened the colours and warped the check prints.

What emerging trends in fashion do you find most exciting and how do you plan to incorporate them into future Burberry collections?