Burberry’s Winter ‘24 Campaign: The Next Chapter Of The Brand’s Storied Past

Daniel Lee‘s tenure at Burberry has consistently pushed boundaries while respecting the London House’s history, from its iconic checks to its houndstooth and Savile Row influences. 

And with each season, Tyrone Lebon‘s photography has neatly captured Lee’s modern, edgy interpretations of these classic elements with raw, striking campaigns that let the designer’s subtly rebellious designs shine.

But with that, it’s no secret that Burberry has hit a few financial bumps recently. Although Lee has been leading Burberry for nearly two years, the brand saw a 22% drop in sales in the first quarter of 2024, prompting the appointment of Joshua Schulman as the new CEO. This choice to bring in new leadership while retaining Lee in his creative role reflects Burberry’s emphasis on refining its business strategy without questioning on its artistic vision.

But here we see the real challenge might be syncing the brand’s design perspective to catch up to the strength of its advertising.

So, for Winter 2024 campaign, Lee and Lebon have teamed up once again, this time drawing inspiration from the rugged beauty of the Lake District. The campaign showcases a fusion of the UK and Ireland’s landscapes and people, reflecting a deep connection to Burberry’s heritage. This new campaign- The Lee Era have specifically focused on strong visual identity, proving the cohesive and dynamic style will splash attention both in marketing and on social media.

“We were inspired by the characters who wear Burberry, and the outdoors and landscapes that are part of the brand’s heritage” – Daniel Lee.

But wait, what do we see? The London Girl, Lila Moss in a Burberry campaign!

“Working with Burberry is a huge deal. I’ve seen all of the iconic London girls shoot the campaigns and it’s always been a dream of mine. I definitely feel freer and more relaxed.” – Lila Moss.

Like most British models, for Lila Moss starring in a Burberry campaign was a dream come true, especially after moving from the front row at Daniel Lee’s Burberry show to starring in his latest campaign. But despite her solo shots on the Cumbrian crag side, Moss isn’t the only fashion royalty fronting the new campaign. 

Maya Wigram, daughter of the legendary Phoebe Philo, joined by 00s face Agyness Deyn and fashion stars Adwoa Aboah, Lily Donaldson, and Nora Attal. This campaign is packed with cool, Brit faces of new and past icons of pop culture and Lila Moss fits right in with this star-studded lineup.

This interesting move shows the brand’s dedication to its rebranding efforts, including the choice of ambassadors.

Well, Burberry’s dedication to functionality is clear, as well as their focus on honoring classic Burberry pieces with modern iterations. 

• Kilts, made from none other than the iconic Burberry check wool are featured alongside trenches in gorgeous Earth-tones and tailored double-breasted suits. 
• Cozy, lightweight gauze wool sweaters make perfect sense against the misty backdrop.
• The show stopper is a gorgeous white coat with feather detailing, which is another true-to-Burberry piece with modern updates that define the timelessness of the entire collection. 

The Winter 2024 collection is now available in stores and online at Burberry.com, completing the mood board for their sartorial portraits.

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