Burberry returned to London Fashion Week on September 17 to present its Summer 2024 runway. After making his debut as the brand’s creative director in February, Daniel Lee showcased his sophomore collection at Highbury Fields. The presentation featured both menswear and womenswear and greatly focused on returning to the label’s British heritage.
From the first look, it was clear that Daniel Lee was intent on preserving the essence of Burberry during his tenure as the creative director. The trench coat so often associated with Burberry was front and center in the collection; the brand’s modus operandi was to feature various shades, including classic neutral tones and adventurous graphic patterns.
Sticking to the theme of innovative yet consistent looks, many of Lee’s designs embodied understated class. Fittingly, the brand’s signature tartan-check pattern was subtly incorporated in a few of the collection’s pieces. Chic monochromatic ensembles with delicate cut-out details appeared alongside flowing dresses of various colors, a cream leather jacket, a sleeveless heather grey turtleneck, and several tailored trousers. Bold red and blue hues coexisted with neutral tones, breathing new life into Burberry’s legacy.
A highlight of the collection was the use of patterned textiles. While the inclusion of intricate flower embroidery and floral prints in a Spring-Summer collection makes perfect sense; Lee’s runway brought a twist with blue strawberry motifs clustered onto a sweater, skirt, and an asymmetric halter top — among other items. The vividly illustrated fruit added a playful touch to Burberry’s take on luxury fashion.
Scheduled toward the end of London Fashion Week, the presentation attracted a slew of stars, including English supermodel Naomi Campbell, Australian icon Kylie Minogue, Irish actor Barry Keoghan, and English actress Naomi Ackie — to name a few.
Just like many fashion houses, Burberry has been gradually expanding its global presence by leveraging the power of the Asian entertainment industry. After tapping into the influence of South Korean actor Cha Eunwoo in 2021, the brand enlisted other South Korean celebrities, such as K-pop girl group ITZY, TXT’s Yeonjun, and actress Moon Ga Young, to promote its Lola Bag in 2022.
Shortly after, South Korean football star Son Heung-Min and Thai actor and singer Bright were appointed brand ambassadors. Unsurprisingly, both men were present at the September 17 show, proudly donning Burberry attire. Son Heung-Min wore a dark green plaid trench coat that featured two buttons on the midriff. The simple look was reminiscent of Burberry’s traditional aesthetic while leaning into the brand’s new era with its color scheme. He paired the overcoat with the wavy, nearly-psychedelic, plaid pants that debuted as part of the brand’s Spring 2024 collection in February.
Meanwhile, Bright made his appearance in a blue set featuring the brand’s signature plaid. The oversized button-up top hung loosely over matching trousers, with sleek black shoes to complete the look. At the after-party, Bright mingled with other international stars in a comparatively laid-back, off-duty look. In one image, the Thai star posed alongside Red, White & Royal Blue star Taylor Zakhar Perez, wearing a graphic half-sleeve tee and leather trousers.
The showing of Burberry’s Summer 2024 collection at London Fashion Week marks a year since Daniel Lee took over the brand’s creative direction in September 2022. With two runway shows under his belt and a seemingly clear vision for the future, Lee’s tenure as creative director promises to bring Burberry back to its most glorious days.
Want to keep up with this round of global fashion weeks? Read about Son Jung Wan’s Spring Summer 2024 collection at New York Fashion Week here!