LONDON — Daniel Lee wants to highlight “the best of Great Britain” in Burberry‘s winter 2023 campaign, which was released Wednesday.
Shot by Tyrone Lebon, the campaign features images of models sporting key looks from Lee’s debut fall 2023 collection on the Isle of Skye in Scotland and Northern Ireland’s Giant’s Causeway.
While Lee’s debut campaign for Burberry focused on London, the designer said the winter campaign aims to reflect the founding principle of Burberry — to protect while exploring the outdoors and to capture “a spirit of exploration and adventure.”
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He focused on the Isle of Skye and Giant’s Causeway for their mysterious, epic beauty. While they are very different locations, both are distinctively British.
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Skye is the largest island in the Inner Hebrides, and is known for its dramatic landscapes, castles and small fishing villages. Giant’s Causeway is a UNESCO World Heritage site located on the north coast of Northern Ireland.
It features 40,000 interlocking basalt columns that were formed following an ancient volcanic fissure eruption.
The campaign showcases an outdoorsy wardrobe that’s protective, warm and spirit-lifting. Key items include trenchcoats, rubber boots, field jackets, colorful check blankets, argyle jumpers and statement pieces in rose and duck patterns, the latter of which were all over Lee’s fall runway.
The Knight bag, a new brand hero, is also heavily featured. The softly structured style comes with a bridled horse clip and showcases the charging horse from Burberry’s updated Equestrian Knight Design. It can be used either as a shoulder bag or a tote.
Lee has been making sweeping changes to the brand’s visual identity since he took over from Riccardo Tisci. Earlier this year, prior to the debut show, Burberry released a campaign with a spontaneous, informal mood and a strong focus on Burberry’s British DNA.
The campaign was for Burberry rainwear and featured already-existing product which was not designed by Lee.
It showcased homegrown talent including Vanessa Redgrave, Shygirl, Skepta and the English footballer Raheem Sterling. It is accompanied by a film with an original score by John Glacier, who also appears in the campaign.
It’s set against the backdrop of Trafalgar Square, home of the National Gallery and Nelson’s Column, and Albert Bridge, named for Queen Victoria’s husband, Prince Albert.
In May, the brand took its signature checks to the beach in Lee’s debut swimwear campaign, which was also shot by Lebon.
The campaign featured Alex Schlab, Angelina Kendall, Candace Demers, Ishmael Auguiste, Kaedon Baxter, Matheus Mesquita, Sophie Alice, Tess Carter and Tianna St. Louis on a beach, with some swimming in the water, others sunbathing and on a boat.
Checked bikinis, briefs, shorts, robes, towels, bucket hats, beach bags and life jackets take center in the campaign with the exception of a black bikini with a checked trim outline.
The brand recently also reopened its flagship on New Bond Street with a razor sharp focus on the high-end customer, and luxury interiors and services that could rival those of a five-star hotel.