The Future’s Bright, The Future’s Burberry
And just like that, Burberry is back. Voila.
It goes without saying that Daniel Lee’s debut Burberry show was the most anticipated on this season’s five-day London Fashion Week calendar — and it’s safe to say it didn’t disappoint.
In fact, it exceeded expectations, which is something of a rarity in fashion nowadays.
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Lee — who was presenting his first collection as Burberry creative director — last week hinted at a return to peak Britishness for the luxury house with the reveal of his first campaign, one that featured a host of homegrown talent.
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As well as revealing a new brand identity, Lee also delivered a fresh take take on Burberry’s logo too, one inspired by the house’s own extensive archive.
If anything was clear, even before his FW23 presentation: Burberry was about to embark on a new era. A we were there for the ride.
The show itself was held at a cold St Anges Place, South East London, where guests arrived at their seats to Burberry blankets and hot water bottles, two accessories also donned by the models themselves.
As expected, the collection was sleek and traditional, yet vibrant and exciting, and a far cry from the Burberry we’ve seen in recent years (most notably the house’s sombre SS23 London show). Lee’s vision is one full of color, and one that not only finally brings the house into the modern era, but one that also pays homage to its British roots simultaneously.
For all the classic trench coats and tailoring, there were experimental patterns and silhouettes. For all the archetypal headwear, there were larger, more expansive designs, and looks the house hasn’t seen for years.
In short, Daniel Lee delivered a Burberry we can all be excited for after less than six months at the helm. Which really makes you think: imagine his vision for Burberry long-term.
The future’s bright, the future is Burberry.
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