TAKING to the streets of Jamaica for its spring-summer 2024 campaign, Burberry explores summer outdoor living.
The latest images – lensed by Tyrone Lebon – showcase Daniel Lee’s collection in all its glory, exploring ideas of evolution and maturity.
Key motifs and dress codes of the house have been reimagined and adapted for the new season. For example, the knight clip, shield and ‘b’ buckles appear in print, whereas English garden flowers and summer fruits are embroidered and embellished.
Trench coats have also undergone a seasonal transformation. Once sturdy and sharp, the classic outerwear piece is now light gabardine – perfect for the transition from spring to summer.
Meanwhile, new bags – the Horn and the Swan – are featured alongside timeless pieces such as the Snip, Knight and Shield in the new campaign.
Having set its previous campaign in Chengdu, the new Jamaican location is a refreshing backdrop for the campaign.
“Shooting our summer campaign In Jamaica was an obvious choice as we celebrate the rich culture and influences that make up Britishness today. My youth in Northern England and adulthood in London has been surrounded by creativity and diversity – our biggest pride in modern Britain,” explains Daniel Lee.
Starring Abi’Gail Lloyd, Chey Carty, Damany Gayle, Peng Chang, Kai Newman, Finley Prentice and many more, the campaign ushers in the new season with warmth and wellness.
by Sophie Richardson