On June 29, 2023 creative director Daniel Lee’s evolution of the Burberry brand continued with the opening of the renovated New Bond Street store in London.

The 22,000 sq m space stretching over three floors, has been transformed into a minimal, modern space with an with open-plan design.

The black and white checkerboard tiles meet sensually oversized, blue, beige and warm brown furniture in which the decor is truly the backdrop for the clothes.

It’s safe to say that in the area of store design, Burberry has met the 21st century, and there is nothing uniquely British about the environment.

‘The store showcases our beautifully crafted products in a luxury setting that connects our customers with our brand and unique heritage,’ says Jonathan Akeroyd, Burberry’s CEO. ’We look forward to welcoming back our local and international customers to our new home – and unveiling Daniel’s collection when it arrives in store in September.’

Concurrently with the New Bond Street store opening, Daniel Lee released images from his second of “sophomore” Burberry collection.

‘The focus remains on British wardrobe archetypes, cut closer to the body, on British motifs and the British outdoors,” the image release notes wrote.

There’s no doubt that Daniel Lee is adding an element of whimsy to Burberry label clothes. The resort 2024 collection tributes Burberry heritage but with a twist. Most notably a traditional houndstooth check runs wavy and wild in parts of the same skirt or dress. Such looks are decidedly not Burberry as we know it.

The new design vibe keeps us on our toes. And perhaps with an occasional eye roll, Daniel Lee drags a smile in the corners of our jaded, seen-it-all mouths.

Expected kilts, tracksuits, and rugby jerseys hail a London cab side by side with cuffed jeans, zip pocket coats, and hooded dresses.

Green plays a major roll in this second Burberry Resort 2024 collection collection, with a dandelion print center stage. Oh the faux humility of the British!

If only the dandelion was a daffodil, King Charles would probably bestow a royal warrant on the pattern because the latest news is that daffodil extract fed to cows in their cattle feed reduces methane production by as much as one-third.

The method is now in trial at farms across England and Wales, and ALL believe this could be a game changer. Seriously, British cows and daffodils — run with it, Daniel Lee. Stella would! I’m telling you first.

Models included [but may not be shown here] Adwoa Aboah, Constance Jablonski, Dan Rogers, Idina May Moncrieffe, Khadim Sock, Kit Butler, Lily Cole, Luke Pearson, Miao Ziyi, Pooja Mor, Rex Rayner, and Sang Woo Kim styled by James Campbell, with photography by Jonathan Frantini [IG]./ Hair by Shiori Takahashi; makeup by Ammy Drammeh