Change is officially underway at Burberry, and the iconic British fashion house is starting this new chapter with a bang. Designer Daniel Lee, who succeeded Riccardo Tisci last year, has unveiled a new emblem. The new Burberry logo, inspired by the brand’s rich archive, also marks a new era for the brand.
This creative overhaul was unveiled through a stunning campaign. London-born photographer and filmmaker Tyrone Lebon captured Lee’s vision in a series of photographs and videos. He also cast a diverse range of talents, from rappers Shygirl and Skepta to actress Vanessa Redgrave and Korean actress Jun Ji-Hyun.
Burberry is making a bold statement with its latest rebranding campaign
Lee, like Tisci, wanted to begin his legacy with a clean slate. Last week, the brand scrubbed its social media feeds clean of Tisci’s logo, replacing it with the equestrian knight emblem carrying the Latin motto “Prorsum” (or “Forward”). The new Burberry logo has since been present across all its social media platforms signalling the brand’s commitment to moving forward.
Lee has already proven his creative prowess at Bottega Veneta. During his reign, the brand enjoyed remarkable growth and garnered huge followers. While there are no new products featured in the campaign, it’s signalling a complete creative overhaul.
In an interview with The Times, Burberry CEO Jonathan Akeroyd said: “Daniel is putting thought into who the icons of Britain are today with exciting ideas. You can expect to see a strong brand image. Today, Britain is more cosmopolitan with a different spirit and edge. It offers us a big opportunity to communicate in a unique way.”
All eyes are on Lee’s debut collection at the next London Fashion Week. As we watch we bated breath to see the new creative director charts a new course. Get ready for an exciting new chapter in the Burberry story as the brand elevates its style game and sets its sights on the future.