In an era when many luxury fashion brands are chasing global appeal through minimalism and trend-driven collections, Burberry is proudly going back to its roots. And at the helm of this stylistic shift is Daniel Lee, the British designer who took over as Chief Creative Officer in 2022.
Since his appointment, Lee has been leading a strategic creative overhaul of Burberry, repositioning the brand to embrace and celebrate its Britishness — not as a nostalgic trope, but as a competitive advantage in the modern fashion world.
From campaigns set against moody British landscapes to runways that evoke the crisp elegance of countryside tailoring, Lee’s approach is about authentic storytelling and distinctive visual identity. His collections blend classic heritage silhouettes — trench coats, scarves, tailored suiting — with contemporary flourishes, bold colors, and tactile materials like mohair, wool, and leather.
Lee, best known for reviving Bottega Veneta with inventive textures and silhouettes, brings a similar sensibility to Burberry. But rather than replicating old formulas, he’s focusing on artisanal craftsmanship and subtle innovation. His work marks a return to quiet luxury with character, something Burberry fans had long missed.
This creative shift also comes with a brand refresh — from reviving the original “Equestrian Knight” logo to replacing its bold sans-serif wordmark with a more classic serif font, Burberry is visibly repositioning itself as a luxury brand grounded in timeless values and cultural authenticity.
Chintan is the Founder and Editor of Loyalty & Customers.
