Daniel Lee’s Burberry has dropped its latest Spring 2024 campaign, embracing natural British beauty.
Enlisting a slew of local talent including Bukayo Saka, Ramla Ali, Iris Law, King Krule, Damon Albarn and more, the campaign was shot by photographer Tyrone Lebon in different locations across London. Key items were sported by the subjects including the Knight and peg bag; a duck print top and skirt; yellow tartan car coat, and head-to-toe floral prints.
Speaking on a preview in September, Daniel Lee stated: “Ultimately we want to design things that people want to wear. There can be a few moments of British eccentricity in the collections, but I see Burberry as quite grounded. Classicism has to be the foundation.”
This follows Lee’s spring 2024 show in London’s Highbury Fields with green park benches drawing on Burberry’s sporty, performance heritage, as well as its Britishness, which has been a consistent motif since the designer joined Burberry last year.