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Burberry: English rose revives under Daniel Lee

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Burberry: English rose revives under Daniel Lee by Tree Elven on 21/03/2023
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English fashion designer Daniel Lee was named chief creative officer at Burberry in September 2022 and presented his debut runway collection at London Fashion Week in February 2023. “Burberry flies the flag for Britishness and for the UK and for culture," said Lee, 37. He told fashion 'bible' Vogue that he intends to write an "iconic chapter" in the history of the 167-year-old firm. "We’re thinking about the feeling of the outdoors. It’s not necessarily about an overcoat, but also about warmth, tactility, and cosiness. And about being on the move, and not being weighed down.” What do you think of this one-minute campaign? Shot by London-born photographer/ film-maker Tyrone Lebon and featuring Flyn Stone, John Glacier, Raheem Sterling, Liberty Ross, Skepta, Georgia May Jagger, Julie Adenuga, Shygirl, Son Heung-min, Hector Abbott, and Jun Ji-hyun (Gianna Jun), it revives the concept of the English rose amid the nation's climate. Does it succeed in bringing a breath of fresh air while respecting the tradition of a highly regarded fashion house? Though Lee is one of the youngest creative directors in the industry, it's interesting to remember that Thomas Burberry founded his eponymous firm in 1856 when he was just 21 years old - using the principle that clothing should be designed to protect people from the British weather. The distinctive Burberry plaid used in its trademark gabardine trenchcoats still defines the brand, while worldwide revenue for the firm - now listed on the London Stock Exchange - was reported to be £2.83 billion (US$3.7 billion) in 2022.

Keywords: Burberry Daniel Lee 2023, luxury fashion houses, rebranding luxury fashion, Burberry English rose campaign, photographer Tyrone Lebon

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