Seasons change, Burberry doesn’t – it just evolves.
When former Bottega creative director Daniel Lee took the reigns as creative director of Burberry Group early this year, the British luxury fashion house geared up for its new chapter of modernization. Lee’s debut collection (FW23) last season showcased a revised logo of a 1901 Equestrian Knight, a new typeface, and fresh ambassadors, proving that the company was entering a new era. These updated motifs developed by Lee have been carried over into the Spring 2024 collection while continuing to be authentic to Burberry’s origins.
The new collection remains rooted in British staples by highlighting a fresh take on wardrobe archetypes including figure-defining cuts, traditional motifs, and the British outdoors.
The collection strays from traditional Burberry colors such as red, white, black, and tan and offers a touch of a joyful spring palette, bringing in the outdoors through bright new shades such as knight blue, sherbet, cameo, and rhubarb. The traditional Burberry plaid is reimagined in Lee’s collection as he manipulates patterns to produce a modern and wavy spin on this brand classic.
It wouldn’t be a Burberry collection without a trench coat. The collection alludes to original Burberry heritage, but with a modern spin to update their tried-and-true trench coats. The feeling of familiarity also lingers through the collection in cricket sweaters and sweater dresses, printed in reconsidered, yet recognizable patterns such as Prince of Wales check, houndstooth check, and argyle.
Kilts, tracksuits, and rugby jerseys bring in classic British taste, alongside cuffed jeans, zip pocket coats, and hooded dresses. The accessories offer a sense of refreshment – yet remaining coordinated and classic but aligned with Lee’s youthful, renovated expression. Equestrian Stirrup tall boots with a higher heel and leather puffer coats with Equestrian Knight Design details are an ode to the Burberry ‘equestrian knight’ that dates back to 1901.
Even with a new creative director, the vision of the original Burberry – one that’s been a consistent staple in high fashion discourse since 1856 – lives on. Lee has shown again that it’s possible to align with Burberry’s classic and traditional brand identity without going stale.
Images courtesy of Burberry.
