The New Creative Expression, Pt 2

Daniel Lee’s Burberry debut is gaining momentum, as he charts a new course for the brand. This part 2 drop of the new ad campaign called ‘The New Creative Expression’ delivers new personalities to help define the Burberry ‘family’.

With the Fall 2023 February 20 Burberry show behind us — the filling in the sandwich — of the first and this second marketing drop, Lee will be leaning on marketing more than product to communicate his rebirth message for the moment.

Daniel Lee's Burberry Spring 2023 Campaign by Tyrone Lebon Targets British Identity AOC Fashion

The new campaign features photography and film direction by Tyrone Lebon and is totally cohesive with the maiden launch. Lee has also done a fantastic job of introducing fresh concepts without rendering obsolete the current Burberry assortment created by his predecessor Riccardo Tisci. The online experience is seamless in meshing old and new Burberry.

The Burberry Family Expands

Entering the Burberry fam is Georgia May Jagger, who delivers near British royalty as the daughter of The Rolling Stones singer Sir Mick Jagger and model Jerry Hall. Jagger also delivers a sensual jolt to the emerging Burberry narrative.

South Korean football star Son Heung-min became a Burberry ambassador in June 2022. The brand devotes major online presence to a serious interview with the Premier League player, now living in the UK.

Heung-min has been rapidly establishing himself as one of the greatest players in the world, although the Tottenham Hotspur star has struggled recently [yes, Anne is doing a soccer player status update]. Son is pictured in the back of a London bus, wearing an easy black jacket and Burberry’s signature nova check print shirt.

The current campaign partial talent list includes Georgia May Jagger, Jun Ji-Hyun, Lennon Gallagher, Liberty Ross, Raheem Sterling, Shygirl, Skepta, Son Heung-min, Sophie Ahmad and Vanessa Redgrave.

Lebon captures these new personalities in a similarly intimate style from the first release.

The collection’s emblematic rose becomes a campaign in itself based on Burberry’s IG and the Fall 2023 collection.The rose is also the central motif of the accompanying video, blooming in time-lapse footage of the flowers opening up people portraits, all accompanied by John Glacier’s poetic score.

The Star of the Show

The star of the campaign is the Equestrian Knight logo, revived from the brand’s archives and oh so Burberry. Add him to a corgi image, and the Brits are swooning. I adore its presence everywhere — in an almost off-kilter manner. The knight is also ubiquituous in the fall 2023 collection — on labels in unexpected places. ‘Off-kilter’ is a Burberry theme on my mind.

To refresh our memories, the Equestrian Knight logo sent me to a Google search, to verify female associations with this already beloved visual.