Burberry continues showcasing influential figures across diverse backgrounds to unveil its latest collections. This time, the brand captures the spirit of athletic opulence in its spring-summer 2024 campaign, seamlessly intertwining it with a nod to its British roots.
Photographed in London by Tyrone Lebon, Burberry’s fresh campaign utilizes quintessentially English settings, including cobblestone streets, overgrown canals, and the stately townhouses of London’s elite. These locales provide a picturesque backdrop to accentuate Daniel Lee’s rejuvenated, urban, and sporty perspective. Global luminaries like footballer Bukayo Saka and singer Tems, along with entertainment icons Damon Albarn and Rachel Weisz, lend their star power to this eclectic mosaic of urban chic. International models such as Amelie Steel, Tems and Jourdan Dunn add to the diverse ensemble, with each image proudly featuring Lee’s reimagined Equestrian Knight logo.
Remaining true to the House’s fundamental values and heritage, Daniel Lee, as expressed in his September runway show, aimed to create garments for people’s everyday lives. Accordingly, the campaign showcases standout pieces, including a vibrant yellow tartan coat, stylish handbags, and warm plaid scarves, catering to Burberry’s cosmopolitan clientele. However, stealing the spotlight is the iconic Burberry trench coat, reinvented by Lee in various forms — from traditional cuts to sleeveless and cropped styles.
The unfolding Burberry SS24 campaign, already making waves on the brand’s social platforms, inaugurates a new season where British fashion converges with urban dynamism and sportsmanship, fostering a dialogue between tradition and modernity.
Photos: Tyrone Lebon / Burberry