Burberry recently announced a new creative director in the form of Daniel Lee. Bradford-born Lee has started to gain a reputation for taking brands to new places, as seen with his previous role at Bottega Veneta. Under his guidance and leadership, the brand went from being a niche luxury name to one of the biggest names in fashion, attracting attention from celebrities such as the goat Skepta, and A$AP Rocky.
Lee takes over from Riccardo Tisci, who brought a fresh, although slightly uninteresting perspective to the iconic British brand by introducing a new logo and incorporating streetwear elements. Tisci's efforts paid off, with a 21% increase in revenue for the company. However, with Lee at the helm, Burberry is in a position to make an even greater overhaul.
One of the first things Lee did was wipe the brand's social media presence and change the logo to a more vintage, traditional British style. This move shows a clear departure from the streetwear direction Tisci had taken the brand in and a return to its roots as a purveyor of classic, high-end fashion which is where Lee has his experience.
The faces of the new campaign are a testament to Lee's vision for the brand. He has chosen to feature individuals such as the talented musician Chief Joseph Olaitan Adenuga Jr., also known as Skepta, and the legendary footballer Raheem Sterling. These choices showcase Lee's interest in promoting diversity and representation within the fashion industry and sticking the brand to its British roots.
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