Return to Britain with the Passion of Burberry
With temperatures on the rise, outdoor vacations are becoming increasingly popular. This has sparked discussions about appropriate outdoor attire. Recently, many fashion-conscious young people have been drawn to Burberry for their outdoor clothing. Recently, many fashion-conscious young people have been drawn to Burberry for their outdoor clothing. This is due in part to Burberry's rich history in outdoor fashion. Recently, many fashion-conscious young people have been drawn to Burberry for their outdoor clothing.
For instance, the Trench coat in the summer collection draws inspiration from the brand's fabric collection, including the 1940s Trench coat and parasol. This design reflects the sun and protects from the wind.
Additionally, the collection is rooted in the British fascination with the outdoors.
Therefore, British designer Daniel Lee, who became Burberry's Chief Creative Officer, has made a significant contribution to revitalising the brand's British DNA. The launch show for each season was held in a large tent on a spacious lawn. Military kettles and green quilted horse blankets were scattered throughout the area, while British food trucks provided cakes and teas, creating a relaxed atmosphere reminiscent of a family gathering. The debut show featured ducks, swans, and roses, paying homage to royal culture and idyllic living. Fellow British fashion critic Sarah Mower expressed her agreement, exclaiming, 'Lovely weather for ducks!' The Spring/Summer 2024 collection features roses and summer strawberries, which are commonly found in English gardens, to highlight the lightness of outdoor living.
The Summer 2024 campaign was shot in Jamaica, with photographer Tyrone Lebon capturing the essence of summer outdoor life with his delicate camera. Daniel Lee chose this green location to evoke the fruity grasses of England and the classic beauty of Burberry's heritage.
One of Daniel Lee's initial actions was to update the brand's logo. However, instead of creating a new design, he delved into the brand's archives and found the original logo from 1901. He made a slight adjustment by removing the text at the bottom and highlighting the Equestrian Knight's logo (EKD), which represents the brand's heritage.
The collection features various dynamic silhouettes, with an overall sharp and narrow body shape and a low waistline. This design element can be traced back to the post-World War I emancipation of women's clothing in British culture. Lee's creations are inspired by the low-waisted pants that were popular among young cool kids and the working class at the beginning of this century. The combination of multiple styles and low-waisted designs can be seen in the collection.
The label's signature Trench coat is also included, interpreted in black, beige, stone and cavalier blue tones, with a relaxed D-ring belt or loose silhouette for a mid-rise and low-rise look. Sharp tailoring and knee-lengths are suitable for city life, while lightweight gabardine fabrics offer a relaxed elegance inspired by Burberry's heritage for summer outdoor scenarios.
The suit is casual yet fused with classic men's tailoring, paying homage to the tailors of London's Savile Row. Loose or street silhouettes can be worn from city walks to outdoor living.
The impact of the rebellious cultural trends initiated by British youth in the 1960s, originating in London, should not be overlooked. For the new season, biker leather jackets from the classic uniforms come with cool epaulettes and coin-embellished sleeves. When paired with a pleated fringed dress, the resulting look is rebellious, bold and full of surprises for the young Generation Z consumer.
Daniel Lee has reinvigorated the brand's British aesthetic with a unique sense of individuality, sophistication, and energy.
