Burberry’s got a new look. After completely wiping its Instagram account this weekend, the British Heritage brand has officially launched its next chapter under the creative direction of Daniel Lee. The Bradford-born designer, who took over the brand from Riccardo Tisci back in September, will stage his debut collection for the brand Monday, February 20 during London Fashion Week.
In a taste of what’s to come, Lee has enlisted photographer Tyrone Lebon to capture a series of home-grown talent for his debut campaign. Everyone from Raheem Sterling and Liberty Ross, to Skepta, Shygirl, John Glacier, Lennon Gallagher and Vanessa Redgrave, pose in front of iconic London landmarks, including Trafalgar Square and Albert Bridge. Each wearing a series of classics from Burberry’s heritage collection (not designed by Lee), the eclectic cast signals Lee will kick start his tenure through a distinctly British lens – more akin to Christopher Bailey than Riccardo Tisci.
A reintroduction of Burberry’s Equestrian Knight emblem supports this – the design was the winning entry of a public competition to create the brand’s new logo in 1902. Lee has also introduced a softer, slimmer Burberry typeface, which comes in a vivid shade of blue.
Photography by Tyrone Lebon.