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After his debut knock-out show at London Fashion week, Daniel Lee has now released his second campaign as newly appointed Creative Director of the Burberry – tapping British model Georgia May Jagger and South Korean, Tottenham Hotspur-footballer Son Heung-min to represent his vision of the brand. Starring alongside roses, corgis, and knights – all three quintessentially British.

The campaign, shot by British photographer Tyrone Lebon, features the model wearing Burberry’s iconic gabardine trench coat alongside Son, who sports Burberry’s signature tan-tartan check shirt. This is not the first time Tyrone Lebon has worked with Lee, as he was also responsible for capturing the designer's first campaign as creative director of the British house.

The campaign is part of Burberry's rebranding efforts under newly-appointed Creative Director Daniel Lee, who showcased a refreshing, youthful, yet still traditional Fall/Winter 2023 collection during London Fashion Week. Lee, brought his signature minimalist aesthetic to the British heritage brand, creating a collection that was both modern and steeped in Burberry's history.

Breathing a new life into the classic Burberry print, Lee opened up the show with a a series of tailored outerwear pieces, including trench coats, blazers, and parkas, all which featured Burberry’s iconic check pattern in unexpected ways. But perhaps, the most exciting part of Lee's debut show was his use of diverse models, casting a range of ages, genders, and ethnicities to showcase his designs. A choice reflected in his last two campaigns.

Slowly, Lee’s vision for Burberry is becoming more evident, signalling a bold new era for the house under his leadership. In particular, his commitment to honouring Burberry's British codes and his emphasis on heritage and representation.

Nur Rezai-Mah

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