Burberry has unveiled its first campaign since appointing its new chief creative officer Daniel Lee.
The British luxury fashion brand’s campaign includes a raft of British talent including footballer Raheem Sterling, musicians John Glacier, Shygirl and Skepta, actor Vanessa Redgrave and models Lennon Gallagher and Liberty Ross. Brand ambassador and South Korean actress Jun Ji-hyun also stars in the promotion.
While Lee curated the edit and conceptualised the campaign, British photographer Tyrone Lebon shot and filmed the talent in front of Albert Bridge and Trafalgar Square.
The British-heavy campaign intends to reveal a new identity and modernised logo, according to Vogue Business.
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Burberry appointed Lee as its new chief creative officer in September, days after designer Tisci’s final show for the fashion house.
“Burberry flies the flag for Britishness and for the UK and for culture. So, we have to use our platforms because we have a responsibility to communicate those things,” Lee told Vogue Runway in December. “I don’t know if this is the right way to say this, but more than surprising people, I really would like them to see the new vision and feel reassured — like, ‘Oh, yeah, this makes sense: This is what Burberry should be.’”
