As befits the quintessentially British label, the Burberry SS24 campaign is a vibrant homage to London, featuring some of its most recognisable – and dynamic – faces. From world-famous football players to Royal Ballet principals, film stars to singers, all have been photographed wearing the latest collection by multi-disciplinary artist Tyrone Lebon, with the capital’s streets as a backdrop.
The Burberry SS24 campaign is the latest genius move from Daniel Lee, who has wasted no time in making his mark at the storied fashion house after taking the helm as Chief Creative Officer in 2022, following his three-year stint at Bottega Veneta. Lee’s mission is to steer Burberry towards becoming “a more democratic brand”, one that looks to its heritage, yes, but with relevance for a new generation.
To mark Burberry’s evolving identity, the new collection embodies a sporty-luxe modernity, while still referencing the house’s signature hallmarks. You’ll spot the famous trench and the Check but in more contemporary iterations; elsewhere, streetwear meets Savile Row tailoring, with peak lapels and nipped-in waists all reimagined in Prince of Wales and houndstooth.
Edgier silhouettes in the form of oversized sleeveless puffers and quilted bomber jackets, bold prints of fruit and flowers and a palette that embraces Spring, add to the flair. Under Lee’s creative gaze, overt logos do not; instead the Burberry symbols feature discreetly across the new collection.
The Burberry campaign – shot everywhere from the front of a Belgravia townhouse to Regent’s Canal and Portobello Road – more than does the collection justice. There’s supermodel Jourdan Dunn and actor Rachel Weisz wrapped head-to-toe in a psychedelic twist on the chequered print, while Britpop legend Damon Albarn sports a vibrant yellow and green check overcoat and Arsenal footballer Bukayo Saka wears his trench over a plaid green shirt with more warped checks.
Other stars to feature in the new campaign include model Iris Law, musician Slew, Korean actress and model Jun Ji-hyun, Tottenham striker Son Heung-Min, boxer Ramla Ali, ballet dancer Matthew Ball, actor Jessie Buckley, singer Neneh Cherry, King Krule and Tems – all perfectly encapsulating Burberry’s new zeitgeist.